consumer behaviour
...d reflected in their consumption decisions. A successful advert will convince consumers that the product will lessen the gap between their perceived and their ideal self. Our self-concepts are not only created by an individual’s ideologies and desires but are also heavily influenced by the culture in which we live. The media’s depiction of the ideal self is forever changing, and therefore what a consumer may be aiming to become at one stage will be different to another. For instance; I know that both my actual view and aspirated view have changed much over the last three or four years, and this is mirrored by the brands and products I choose to buy. I now see it as important to wear higher quality clothing, to travel abroad more often and to own faster and better quality IT products, where as five years ago such things were far less importantthat both my actual view and Consumer Behaviour: The self-concept and its use in advertising The idea of self and the way one views one’s self is a crucial factor in understanding the way consumers behave when purchasing goods. Advertisers understand that people appraise themselves and compare this to an ideal, and that their attempts to get closer to that ideal are often manifest and reflected in their consumption decisions. A successful advert will convince consumers that the product will lessen the gap between their perceived and their ideal self. Our self-concepts are not only created by an individual’s ideologies and desires but are also heavily influenced by the culture in which we live. The media’s depiction of the ideal self is forever changing, and therefore what a consumer may be aiming to become at one stage will be different to another. For instance; I know that both my actual view and aspirated view have changed much over the last three or four years, and this is mirrored by the brands and products I choose to buy. I now see it as important to wear higher quality clothing, to travel abroad more often and to own faster and better quality IT products, where as five years ago such things were far less importantaspirated view have changed much Consumer Behaviour: The self-concept and its use in advertising The idea of self and the way one views one’s self is a crucial factor in understanding the way consumers behave when purchasing goods. Advertisers understand that people appraise themselves and compare this to an ideal, and that th...