The concept of self

Changing ideas, beliefs and values impacts an somebodys ego-schemas and ay lead to a changing of consumer look or the remotion of behavioral constraints (Blakeley, 1996). Self-concept can be described as multi-faceted (Arnold, et al, 2004), and includes a collection of ambits, activities, goals, feelings, partings, traits and values. These nobble a use in different aspects of an idiosyncratics perception Of egotism. The Me-self (Mead, 191 3) can be considered the socialized aspect of the man-to-man and represents a constructed self- image from learned behaviors, attitudes, and expectations of others and social club.The Me-self has been developed by the association of society and social moveions and is considered a phase of self that is in the one-time(prenominal) (Mead, 1913). The I-self however, plays the role of the active observer, the knower, or the in bodyation processor (Arnold, et al, 2004). The l therefore, can be considered the present and hereafter phase of se lf and represents an individuals identity based on the response to the iv aspect (Mead, 1913). For example, the I insures how society says an individual should be shit and socially interact and they align with the perceived set standards, and that notion be issue forths self.The Me and l have a informative relationship, almost like system of checks and balances. In essence, the Me-self prevents an individual for example, from breaking the rules or boundaries of societal expectations, while the I-self allows the individual to still express creativity and individualism (Mead, 1913). The I-self and me-self further inter railroad tie and changes an individual to understand when to possibly coerce boundaries that goern social interactions (Mead, 1913).Charles Cooleys (1988) concept of the looking glass self, states that an individuals self grows out of social interactions. The view that an individual has of themselves comes from the interpolation of individualised qualities and impr essions of the perceptions of others (Isakson, 2013). Cooleys (1988) concept on the looking glass self describes that how we see ourselves does not come from who we really be, just now rather from how we perceive how others see us.This can influence the monitoring self of consumer where a high self-monitor individual whitethorn be more highly concerned about how they argon perceived by others and may change their behavior to be viewed in a more confirmatory behavior rather than a low self-monitor individual, who may have stronger self beliefs and may tend o behavior more consistently (Arnold, et al, 2004). The all-embracing self, as theorized by Russell Bell (1 988), comprises of external purposes, in which the emotional supplement to those objects become perceived as being a expound of ourselves.Our be possessed ofions are a major indorser and reflection of our identities and this construct of the extended self involves consumer behavior rather than buyer behavior (Be ll, 1988). Marketers are arouse in the concept of the extended self as consumers regard possessions as a part of themselves and this would enable understanding of consumer behavior and consumption patterns. The most direct form of evidence by Bell (1988) musical accompaniment his theory on the extended self is found in the nature of self-perceptions.Firstly, Bell (1988) found that the extended self was not limited to external objects and personal possessions, but also included persons, places as considerably as body parts and vital organs. This thinking is used oddly when marketing goods with connotations of patriotism in most of the world. For example, the slogan used by the famous soft drink company L&P rural famous in New Zealand, appeals to and makes potential nonusers highly involved if they consider New Zealand part of their extended selves (Watson, 2001).Bell (1988) further argues that perceived characteristics of an object may not always correspond with the perceived c haracteristics Of self. To demonstrate, he proposed that an individual can consider an object like the Statue of Liberty to be a part of themselves, but not actually holding a self-concept composed of characteristics attributed to the statue. Marketers are kindleed in the concept of self because it is much more than just brand or brand image. Non-brand images, such as example a cigarette smoker or a person with a Ferreira can contribute strongly to self.Post-acquisition object bonding, which may happen after acquire a dog can be identified by marketers as a possible strong influence to the sense of self (Bell, 1988). Marketers are interested in the role possessions play in influencing and shaping an individual. For example, after buying a dog, advertisements about dog food, which have never appealed to the individual before, now do. Marketers can play a persuasive role in affect need recognition to the individual brought about by their purchases.Besides intro over objects, contr ol by objects, as Bell (1988) theorized may also contribute to an item being viewed as a part of self. We may impose our identities on objects but possessions may also impose their identities on us (Furry, 1978). The longer we possess or get possessed by the object, the more a part of self it becomes (Furry, 1978). Marketers use this knowledge of the extended self in the form of samples, test drive with cars, 10 day free trials with products.Understanding self-concept helps marketers realism that metre spent with the product or object is time that an individual may feel more notionally attached to it and have a harder time parting from it. The concept of extended self is of high interest to marketers as the digital age is a relatively new phenomenon. In the digital world, there are a number of differences with concept of the extended self, mainly due to the destruction by the advancement of engineering (Bell, 2013). This means that the numerous objects that were marketed to individ uals can now be accessed and complied into one platform.Furthermore, it creates different ways that individual interact with and project themselves onto others (Bell, 2013). However, Bell (2013) proposes that an individual may have a different online persona as compared to offline. A marketers interest lies in the understanding of an individuals online sense of self, for example, a consumer purchasing from an online website to accurately interpret the individuals online attitudes and beliefs. Self-concept consists of dickens propellental processes, social and interpersonal.Within the facets of self, these two processes play an influential role. The interpersonal process is an individuals cognitive processing, affect and motivation (Archer, Gurney and Moan, 2013). The interpersonal process makes up the I-self and has socially-developed self- knowledge involving goals, strengths, limitations and moods. This process interacts with the external interpersonal self, which includes soc ial perception, choice of situation, interaction outline and reaction to feedback (Arnold, et al, 2004) and vice-versa.Marketers are interested in understanding interpersonal and interpersonal processes as individuals perceptions are for the most part different from One other. This is due to an interpersonal self shaped around each individuals own personal experiences. Individuals act based on what dynamic self process they are feeling at that time (Arnold, et alarm 2004). Therefore, marketers would better understand their target market by having apt knowledge of these two processes. Possessions are not only considered a part of self, but also are important in the ripening of self (Bell, 1988).This contributes to the self-narrative of an individual which comprise of coherent stories and personal experiences that provide a sense of continuity in time and space (Arnold, et al, 2004). Marketers are Interested in the self-narrative of individuals as they can arrest goods to support t his, for example, photos albums. flick albums provide an individual with the means to document highlights of their lives which can be viewed at any time they so desire. These possessions seem to contribute to the maintenance of the self-concept and narrative as such objects act as reminders or conformers of our identities (McCracken, 1987).With age, an individuals terminus ad quem of self develops as it goes through multiple role transitions (Rosenberg-Walton 1984, p. 352). Transitions are of interest to marketers as an individuals self-concept is changeable and is especially yeoman during certain transitions (Arnold, et al, 2004). A consumers role transitions are marked by changes in consumption patterns (Arnold, et al, 2004). For example, buying a home, graduating from University, or having a baby can be key role transitions in an individuals life. share transitions can also be linked with a consumers levels of self-esteem.The positivist of a persons attitude towards him/hersel f plays an influential role in their behavior and consumption choice (Arnold, et al, 2004). Low self-esteem can be related to concerns over the looking glass self which in turn influence impulsive purchasing (Arnold, et al, 2004). Marketers can play a key role in increasing the level of involvement and marketing goods which reflect the individuals self traits to support the transitions. Marketers can use the concept of the changeable self to add or strengthen beliefs in an individual.This can influence an interpersonal process that consumers go through, self- gifting. Self-gifting frequently carries messages about an individuals self- distinctiveness, for example, brand slogans which have the vocalize Like no other (Arnold, et al, 2004). Individuals increasingly seek pleasure in objects hat they buy for themselves as gifts (Kara, 2008). This may be attributed to a positive feeling of accomplishment (Kara, 2008) and consumers may appeal to brand slogans with the phrases reward yours elf or you deserve it.In conjunction with this, self-gifting can also occur as a response to a ban attitude brought about by, for example, feelings of stress. Grub and Growth (1967) state that goods are symbols which communicate a message betwixt an individual and society or their significant others. Consumption communicates socially shared meanings about identity (Arnold, et al, 2004). If a product is to serve as a symbol as a communication device, it must be first gain societal recognition (Grub & Growth, 1967). This process is essentially a classification system which places these products to others in society.These classification systems are societys way of piecing and organizing their activities in a sensible manner (Grub & Growth, 1967). Fashion as an example, illustrates the link of symbolic classification and consumer behavior. When a particular style of fashion becomes popular, a segment of society may direct their behavior towards the archiving and consuming of items man ifesting this style (Grub & Growth, 1967). Therefore, an act of classification not only directs self action, but also a set of expectations may be aroused towards the object classified (Grub & Growth, 1967).Marketers need to understand the essence of the object resides not in the object itself but in the direct relation amongst the object and the individuals classifying the object (Grub & Growth, 1967). Self-enhancement can be brought about by the purchase and consumption of goods in two ways. Firstly, an individuals self-concept ill be maintained if they believe the good is societal accepted and classified in a manner that matches their self-concept. A product as a symbol contributes to ones looking glass self as the products conveyed meaning creates symmetry matching the image an individual has of themselves.Secondly, an individual may receive either positive or negative reinforcement from significant others and this strengthens their self-concept with growth and change based on desired reactions from society (Sequester, Pettier, Spanish, Raw Hill, 2014). Marketers are interested in this area of self as it splays image congruence where self-concept is compound through the transfer Of socially accepted meanings Of the product or brand (Arnold, et al, 2004). An individuals self schemas can be used by marketers to market goods which align with an individuals beliefs (Peter & Olson, 2010).This concept of self-enhancement directs consumer behavior to use goods to close the gap mingled with actual and possible selves. These possible selves can be past, present or future. Consumer nostalgia as a past possible self is a powerful and rich tool that marketers can use to tap into an individuals self. Nostalgia stems from a consumers yearning for the past, often dissatisfied with the present state and coming future and to compensate, an individual may purchase vintage or retro looking goods to bring them back to their perception of the golden ages (Shah, Lie, Teen & Lu, 2014).The akin concept may be applied to a future desired self in the form of anti-gambling advertisements. An individual may begin to increase their involvement towards their desired gambling-free self and may start to profit for counseling services to achieve this. In conclusion, the concept of self is multi-faceted and interrelates with one another, influencing behavior. The sense of self, socially created, is dynamic with consumers motives playing a part in their consumption choices to develop or maintain their concept of self. Our possessions are a reflection of our identities and an expression of our beliefs.