Consumer Behavior: Self-Concept and Lifestyle

A set of flashcards covering the key concepts of self-concept theory and its influence on consumer behavior, as outlined in the lecture notes.

What does self-concept theory explain in consumer behavior?

It explains how individuals perceive themselves and how this perception influences their purchasing decisions.

What are the different aspects of self as defined in self-concept theory?

Actual self, ideal self, and situational self.

How does self-concept influence consumer behavior?

It guides product and brand choices and affects brand loyalty based on alignment with self-perception.

What is an ideal self in the context of consumer behavior?

It represents the version of oneself that an individual aspires to be, reflecting personal goals and desires.

How does the actual and ideal self influence purchasing decisions?

A discrepancy between the actual and ideal self motivates consumers to bridge the gap through purchasing, often leading to buying status symbols.

What is the situational self?

The version of oneself presented in specific contexts, influenced by social settings, roles, and expectations.

How does situational self impact consumer behavior?

It adapts consumer choices for the given context, such as selecting appropriate products for work versus leisure.

What factors shape an individual's self-concept?

Cultural, social, and personal factors such as values, norms, and experiences.

What role does marketing play in relation to self-concept?

Marketers tailor strategies to resonate with consumers' self-perceptions, often appealing to the ideal self.

Why do consumers gravitate towards aspirational brands?

Because these brands are associated with their ideal self-image.