{"id":8377,"date":"2023-12-26T13:42:51","date_gmt":"2023-12-26T13:42:51","guid":{"rendered":"https:\/\/commerceiets.com\/?p=8377"},"modified":"2023-12-26T13:42:53","modified_gmt":"2023-12-26T13:42:53","slug":"how-identity-affects-purchase-behavior-identity-based-consumer-behavior-explained-in-detail","status":"publish","type":"post","link":"https:\/\/commerceiets.com\/how-identity-affects-purchase-behavior-identity-based-consumer-behavior-explained-in-detail\/","title":{"rendered":"HOW IDENTITY AFFECTS PURCHASE BEHAVIOR – IDENTITY BASED CONSUMER BEHAVIOR EXPLAINED IN DETAIL"},"content":{"rendered":"\n

HOW IDENTITY AFFECTS PURCHASE BEHAVIOR<\/strong><\/h3>\n\n\n\n

Self-concept describes how consumers see themselves and how they think other people see them. So it is an important concept to determinant of consumer behavior. Consumer attempts to support their self-concepts by using those products that communicate particular personal characteristics to themselves. For example, self-concept is the basis for why a consumer wears certain fashions, purchases particular products, and drives specific cars.<\/p>\n\n\n\n

Products and brands are an important part of how an individual defines it. In other words, products and brands help a consumer stay in line with the self-concept she has developed. The subjective meaning of a product ties in closely with one’s self-concept or image. A consumer will buy products that she feels reflect her established image.<\/p>\n\n\n\n

Self concept and life style both are the factors that determine the consumer identity. Lifestyle is reflective of self-concepts.<\/p>\n\n\n\n

Lifestyle refers to the way a consumer lives. It represents the external characteristics that pertain to how a consumer lives: the activities he engages in, his habits and possessions, and the interests he expresses. In other words, lifestyle represents what he sees as value in his life. This value is reflected in the way that he spends his time and money, Lifestyle is the result of a consumer’s motivations, education, attitudes, behaviors, beliefs and opinions, demographic factors, and personality. At the same time, lifestyle also represents a consumer’s income level, marital status, culture, social class, and buying power. These different roles all combine to reflect the consumer’s lifestyle.<\/p>\n\n\n\n

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DIMENSIONS OF SELF CONCEPT<\/strong><\/p>\n\n\n\n

Individuals act differently with different people in different situations. Here are the four basic dimensions of self-concept:<\/p>\n\n\n\n

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ACTUAL SELF<\/strong><\/p>\n\n\n\n

The actual self reflects how an individual actually is at the present moment. A consumer’s actual self-concept can include social status, age, gender, occupation, and so on. For example, I’m a marketing consultant. This is a real perception of me, and it’s what I portray to others.<\/p>\n\n\n\n

IDEAL SELF<\/strong><\/p>\n\n\n\n

The ideal self is a consumer’s perception of who he would like to be (but isn’t). As consumers, many people are in constant pursuit of bettering themselves, whether it’s through education, income, health, or occupation. Because they aspire to have the ideal life, they often purchase products that make them feel closer to that ideal self-concept.<\/p>\n\n\n\n

PRIVATE SELF<\/strong><\/p>\n\n\n\n

The private self is one that isn’t intentionally revealed to others. The private self represents who a person is or would like to be to himself (versus who he wants to be to others). Private self-concept can represent how you believe that you act, such as friendly, creative, loving, or adventurous,<\/p>\n\n\n\n

PUBLIC SELF<\/strong><\/p>\n\n\n\n

The public self is revealed to others. The public (or social) self-concept is how a consumer wants to be seen by others how he wants to fit into society. For example, consumers may want to feel attractive, intelligent, and successful.<\/p>\n\n\n\n

ACTUAL SELF CONCEPT<\/td>How an individual actually is in the present moment.<\/td>How I actually see myself<\/td><\/tr>
IDEAL SELF CONCEPT<\/td>Consumer\u2019s perception of who would like to be<\/td>How I would like to see myself<\/td><\/tr>
PRIVATE SELF CONCEPT<\/td>Part of consumer that he does to intentionally reveal to others<\/td>How others actually see me<\/td><\/tr>
PUBLIC SELF CONCEPT<\/td>How a consumer wants others to perceive him. How he wants to fit into society.<\/td>How I would like others to see me.<\/td><\/tr><\/tbody><\/table>
HOW IDENTITY AFFECTS PURCHASE BEHAVIOR<\/figcaption><\/figure>\n\n\n\n

A person’s self-concept can change over a period of time. This change most often happens during an identity crisis or traumatic experience. During this time an individual will often go through a reassessment and develop new self-concept. When a person’s self-concept changed, their lifestyle may also change because of change in both internal and external factors. That’s because a consumer’s lifestyle is reflective of his self-concepts; the corresponding consumption patterns change as well.<\/p>\n\n\n\n

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CONNECT ON LINKEDIN<\/a><\/div>\n<\/div>\n\n\n\n
Also Study:<\/strong><\/td>Also Study:<\/strong><\/td>Also Study:<\/strong><\/td><\/tr>
Nature of Consumer Behavior<\/a><\/td>Need for studying consumer behavior in marketing<\/a><\/td>Consumer Behavior vs Consumption Behavior<\/a><\/td><\/tr>
Personal determinants of consumer behavior<\/a><\/td>Define consumer behavior<\/a><\/td>Consumer behavior issues<\/a><\/td><\/tr>
Consumer Buying roles<\/a><\/td>Economic Determinants of Consumer Behavior<\/a><\/td>Diversity of consumer behaviour<\/a><\/td><\/tr>
Basic Model of Consumer Behaviour<\/a><\/td>Traditional consumer behaviour models<\/a><\/td>Economic Model of Consumer Behavior<\/a><\/td><\/tr>
Information processing model of consumer behaviour<\/a><\/td>Cognitive model of consumer behavior<\/a><\/td>Psychoanalytic model of consumer behavior<\/a><\/td><\/tr>
Sociological model of consumer behavior<\/a><\/td>Decision making model of consumer behavior<\/a><\/td>Learning model of consumer behavior<\/a><\/td><\/tr>
Psychological determinants of consumer behavior<\/a><\/td>SOCIOLOGICAL DETERMINANTS OF CONSUMER BEHAVIOR<\/a><\/td>REASONS FOR THE DEVELOPMENT OF CONSUMER BEHAVIOR<\/a><\/td><\/tr>
Scientific approach for studying consumer behavior<\/a><\/td>Intuition and scientific methods of decision making in consumer behavior<\/a><\/td>Reluctance to use scientific methods for studying consumer behavior<\/a><\/td><\/tr>
Motivation in consumer behavior<\/a><\/td>Elements of motivation in consumer behavior<\/a><\/td>Consumer Motivation and satisfaction relationship<\/a><\/td><\/tr>
Stages of consumer behavior<\/a><\/td>Marketing strategy and consumer behaviour<\/a><\/td>Quantitative and Qualitative consumer research methods<\/a><\/td><\/tr>
Six steps consumer research process<\/a><\/td>Methods of researching customer<\/a><\/td>Choice of consumer research methods<\/a><\/td><\/tr>
Primary data sources of consumer research<\/a><\/td>Secondary data sources of consumer research<\/a><\/td>Applications of consumer behavior<\/a><\/td><\/tr>
How consumer behavior affects product strategy in marketing<\/a><\/td>How to develop customer centric promotion strategy<\/a><\/td>Impact of promotion on consumer behavior<\/a><\/td><\/tr>
CONSUMER MOTIVATION- FEATURES, NEED AND IMPORTANCE<\/a><\/td>McGuire Motivations<\/a><\/td>measurement of consumer motivation<\/a><\/td><\/tr>
How self concept affects consumer behavior<\/a><\/td><\/td><\/td><\/tr><\/tbody><\/table>
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HOW IDENTITY AFFECTS PURCHASE BEHAVIOR Self-concept describes how consumers see themselves and how they think other people see them. So it is an important concept to determinant of consumer behavior. Consumer attempts to support their self-concepts by using those products that communicate particular personal characteristics to themselves. For example, self-concept is the basis for why…<\/p>\n

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