Decision models: compensatory and noncompensatory - Self-concept
4 important questions on Decision models: compensatory and noncompensatory - Self-concept
How do you measure the self-concept?
A scale of self-concept is developed, with this scale we can ask consumers to rate themselves; and rate them selves separately in terms of their actual and ideal self-concepts.
Name a marketing use of the scale of self-concept.
This is based on the theory of image congruity, which states that we like to associate ourselves with objects whose image is congruent with our own image of ourselves.
Therefore, our consumption is driven by self-concept-brand image congruence.
Does personality or self-concept explain consumer behavior better?
Those of our marketplace behaviors that are our characteristic responses will be better explained by our personalities.
Our product and brand choices we make as consumers, are conscious thoughts about who we are and therefore our self-concepts guide these choices. Therefore the self-congruency model is useful for marketers.
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What are the components of self-concept?
- Body
- Values and character
- Competence and success
- Social roles
- Personality traits
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