Self image and consumer behavior

The issues discussed below are covered in more detail at consumer behavior section of this site. Consumer behavior involves the psychological processes that consumers go through in recognizing needs, finding ways to solve these needs, making purchase decisions e. Sources of influence on the consumer. The consumer faces numerous sources of influence.

Self image and consumer behavior

Some critics accuse marketers of systematically creating anxiety, promoting envy, and fostering feelings of inadequacy and insecurity to sell us their products.

Self image and consumer behavior

Marketers respond that advertising does nothing more than mirror society's values, alerts people to new products and bargains, or motivate people to switch brands.

At the very worst, they say, it bores or annoys. Of course, some ads provide information useful to consumers. And advertising clearly plays a valid role in an economy based on a system of free enterprise.

The question is not whether advertising is valid; clearly, it is.


The concern discussed here is the relationship between the images presented in ads and our sense of self. Can ads influence what we perceive as valid roles for ourselves in our society?

And can our self-image and self-esteem be influenced by advertising? What are the images that ads present? Everywhere we turn, advertisements tell us what it means to be a desirable man or woman.

Ads paint limited images of what men and women can be. Because ads are everywhere in our society, these limited images sink into our conscious and unconscious minds. In this way, ads help limit our understanding of our worth and our full potential.

Ads tend to present women in limited roles. Girls and women in ads show concern about their bodies, their clothes, their homes, and the need to attract a boy or man.

Seldom are women shown in work settings, business roles, or positions of responsibility and authority. Our society recognizes many valid roles for women, but this isn't always reflected in ads.

Also, the girls and women in ads are presented as "beautiful. The advertising industry favors models with facial features that look Anglo, even if the model is Black or Hispanic.

Ads also present a very thin body type as though it were the most common or most desirable body type. And the hips of an average department store mannequin measure six inches less than that of the average young woman.

Girls, women, boys, and men seeing these commercial images may be influenced to think of an ultra-thin female body as more normal or desirable than one of average weight.

In reality, many different kinds of facial features and body types are beautiful. Besides, the flawless appearance of women in ads isn't even real. It's an illusion created by makeup artists, photographers. Each image is carefully worked over.

Blemishes, wrinkles, and stray hairs are Page 1 Prof. Teeth and eyeballs are bleached white. In some cases, the picture you see is actually made of several photos. The face of one model may be combined with the body of a second model and the legs of a third.

So many of the pictures we see are artificial, manufactured images.Consumer behavior, chapter 4, personality, self image, and lifestyle Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.

If you continue browsing the site, you agree to the use of cookies on this website. Self-image is the mental picture, In the second year of life, wariness and withdrawal appeared; self-admiring and embarrassed behavior accompanied those avoidance behaviors starting at 14 months, and was shown by 75% of .

Self-image congruence helps explain and predict different facets of consumer behavior. To date, application of self-congruence theories to tourist post-travel evaluations is limited.

Self image and consumer behavior

This study tests a model that includes self-image congruence, cruise ship passengers' experiences, satisfaction, and behavioral intention. Study Note @ Consumer Behavior Do advertisements influence our self image and our self esteem?

Some critics accuse marketers of systematically creating anxiety, promoting envy, and fostering feelings of .

Self-image congruence in consumer behavior Sameer Hosanya,⁎, Drew Martinb,1 a Royal Holloway, University of London, Egham, Surrey, TW20 0EX, UK b College of Business and Economics, University of. Nov 21,  · The self-concept The self-concept basically means the beliefs a person holds about his or hers attributes and how he or she evaluates those qualities.

It has divided into two different sections that are the inner self and the outer self. The first section is the one we show almost to no one, family members.

The self in consumer behaviour | The self, attitudes and values