Consumer Self-Concept and Lifestyle

A review of key concepts regarding the impact of self-image on consumer behavior.

What role does self-image play in consumer behavior?

It influences how people choose products and brands that align with their current, ideal, or social self-perceptions.

What are the three categories of self-image in consumer decisions?

Actual self-image (current self-perception), ideal self-image (aspirational image), and social self-image (perceived image by others).

How does self-image impact the problem recognition stage of decision-making?

Consumers identify needs based on their self-image.

What is self-image congruence?

The alignment between a consumer's self-image and a brand's image.

How does self-image congruence affect brand loyalty?

High congruence leads to positive brand attitudes and preferences, whereas low congruence results in brand avoidance or rejection.

What type of brands attract consumers seeking enhanced social status?

Luxury brands like Rolex and Gucci.

How do brands serve as self-expression tools for consumers?

Consumers utilize products and brands to symbolize their identity, personality, and values.

What example illustrates a brand that appeals to environmentally conscious self-images?

Eco-friendly brands like Patagonia and Seventh Generation.

Name a consumer behavior phenomenon associated with highly satisfied customers.

They can become brand evangelists, promoting and recommending the brand to others.

Which car brand is associated with an adventurous lifestyle?

Jeep.