Welcome

Outline:

What is Self-Concept? Dimensions of Self-Concept: Components of Self-Concept: Interrelationship of Components of Self-Concept Formation of Self-Concept: Stages in Development of Self: Marketing self-concept individuality: What is the benefits? What increase person’s self concept? Factors Affecting Self-Concept Questions

Title:

Marketing self-concept individuality

What is Self-Concept?

A multi-dimensional construct that refers to an individual's perception of "self" in relation to any number of characteristics, such as academics, gender roles and sexuality, racial identity, and many others.

The self-concept is an internal model which comprises self-assessments.

Positive and negative self-assessments in the physical, emotional, intellectual, and functional dimensions change over time.

Self-concept affects the ability to function and greatly influences health status.

Dimensions of Self-Concept:

Self-knowledge Self-expectation Social self Self-evaluation

Components of Self-Concept:

IdentityBody imageSelf-esteemRole performance

Interrelationship of Components of Self-Concept

Formation of Self-Concept:

1. Infant learns physical self different from environment.

2. If basic needs are met, child has positive feelings of self.

3. Child internalizes others people’s attitudes toward self.

4. Child or adult internalizes standards of society.

Stages in Development of Self-Concept:

Self-awareness (infancy)Self-recognition (18 months)Self-definition (3 years)Self-concept (6 to 7 years)

Marketing self-concept individuality:

Each person has personality characteristics that influence his or her buying behavior.

Personality is often described in terms of such traits as self-confidence, dominance, autonomy, deference, sociability, defensiveness, and adaptability.

Personality can be useful variable in analyzing consumer brand choices

Product brands also have personalities, and consumers are likely to choose brands whose personalities match their own

What is the benefits?

Make person happy Make confident Build up personality Develop behavior Increase ideas about marketing Make reliable Help to build up personality

What increase person’s self concept?

Sincerity

Imagination

Intelligent

Money

Behavior

Education

People

Factors Affecting Self-Concept

Altered Health Status Experience Developmental considerations Culture Internal and external resources History of success and failure Crisis or life stressors Aging, illness, or trauma

Question:

What is self-concept?How it help us?What is its component?What is the benefits? Is it always good or not?

Thank you