What is the self image congruence model?
Self Image congruence models show that a consumer rates himself to match perception of their car, sometimes we are like the product we consume; we may describe an object and then that description may match ourselves.
What is self congruence?
Self-congruence refers to the fit between consumers’ self-concept and brand personality (Aaker, 1999, Sirgy, 1982).
What is self-image in marketing?
Self-concept is a self-image or identity made up of a subjective collection of thoughts, perceptions, and feelings. It includes personality, abilities, occupation, and the various personal and professional roles the consumer takes on. Consumers use products to support their self-concepts.
What is our self-concept influenced by?
Social and family influences, culture, and the media all play a role in shaping who we think we are and how we feel about ourselves. Although these are powerful socializing forces, there are ways to maintain some control over our self-perception.
What are the levels of extended self?
Four Levels of the Extended Self: (1) Individual Level: Personal possessions. (2) Family Level: Residence and furnishings. (3) Community Level: Neighborhood or town one is from.
What is product image congruity?
July 30, 2010 Sree Rama Rao Sales/Marketing Management. Consumer behavior and self concept / product image Congruence. Consumers appear to hold images of various products, and these images can be viewed as symbols that communicate meaning about those who purchase them.
How do you measure self congruence?
Self-image congruence is usually measured by comparing the self concept of a consumer with the image he or she has of the typical user of a product. With this method, a consumer is asked to describe his or her own personality and the personality of a typical user of a brand.
What is congruity theory?
The Congruity theory predicts that if there are two contradicting people, sets of information, or concepts on which a judgment must be made by a single observer, the observer will experience pressure to change his or her judgment on one of the sides.
What are the three types of self-image?
Self-image
- Self-image resulting from how an individual sees oneself.
- Self-image resulting from how others see the individual.
- Self-image resulting from how the individual perceives the individual sees oneself.
- Self-image resulting from how the individual perceives how others see the individual.
What are the four types of consumer self-image?
As Figure 3.2 “The Configuration of Private and Public Self-Images That Comprise the Consumer’s Holistic Self-Image” suggests, there are four major types of self-image that play a part in consumer behavior: actual self, ideal self, social self, and ideal social self.
What are the 3 factors that influence the self?
Most authors interpret self-concept as a series of attitudes towards the self, globally integrated by three factors: cognitive, behavioral and affective. Self-concept includes assessments of all parameters that are relevant to an individual’s development: from physical appearance to social and intellectual capacities.
How is my self shaped and influenced by culture?
How we see ourselves shapes our lives, and is shaped by our cultural context. Self-perceptions influence, among other things, how we think about the world, our social relationships, health and lifestyle choices, community engagement, political actions, and ultimately our own and other people’s well-being.
