Personal values (self concept or self images)

sunandaC

New member
Personal values (self concept or self images)

Why do some people make their consumption decisions differently than others? Personality can be one reason and another can be personal values. Personal values ask the question

Is this product for me?” These are particularly important in the need-recognition stage of consumer decision-making. Values are also used by consumers while evaluating brands, as “Is this brand for me?”

Values are basically ‘ends’ people seek in their lives. Marketing often provides the ‘means’ to reach these ends.

Values are defined as an enduring belief that a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or End State of existence.

Values are relatively stable but not completely static beliefs about what a person should do. Values are concerned with the goals and the ways of behaving to obtain goals.

Values serve as the invisible outline for the development of many of the other components of the culture – the ideas, customs, traditions, myths, rituals, laws and material artifacts.

In order to recognize the differences among consumers in different cultures and sub-cultures, marketers must be able to identify the values that define the culture and their impact on consumer behaviour.

Self - Concept means the desire to attain self – consistency and the desire to enhance one’s self-esteem. Attaining self-consistency means that individuals will act in accordance with their concept of actual self.

According to the marketer actual self means consumers purchases are influenced by the image they have of themselves.

They buy products that they perceive as similar to their self-concept. Ideal self’s concept is related to one’s self-esteem.

According to the marketer, a person who is dissatisfied with one-self will try and purchase products that could enhance their self-esteem.

For example, a woman who is confident, efficient, modern may buy a different type of perfume or shop at different stores than a woman who would like to be more warm and attractive.



It is not always that our self-image influences the products we choose but also the products we choose frequently influence our self-image.

The products purchased with symbolic value say something about us and also what we feel about ourselves. Extended self in simple term means we are what we wear, we are what we use.

This means it emphasizes the interaction between individuals and the symbols of environment. This shows that consumers buy products for their symbolic value in enhancing their self-concept.
 

bhautik.kawa

New member
Personal values (self concept or self images)

Why do some people make their consumption decisions differently than others? Personality can be one reason and another can be personal values. Personal values ask the question

Is this product for me?” These are particularly important in the need-recognition stage of consumer decision-making. Values are also used by consumers while evaluating brands, as “Is this brand for me?”

Values are basically ‘ends’ people seek in their lives. Marketing often provides the ‘means’ to reach these ends.

Values are defined as an enduring belief that a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or End State of existence.

Values are relatively stable but not completely static beliefs about what a person should do. Values are concerned with the goals and the ways of behaving to obtain goals.

Values serve as the invisible outline for the development of many of the other components of the culture – the ideas, customs, traditions, myths, rituals, laws and material artifacts.

In order to recognize the differences among consumers in different cultures and sub-cultures, marketers must be able to identify the values that define the culture and their impact on consumer behaviour.

Self - Concept means the desire to attain self – consistency and the desire to enhance one’s self-esteem. Attaining self-consistency means that individuals will act in accordance with their concept of actual self.

According to the marketer actual self means consumers purchases are influenced by the image they have of themselves.

They buy products that they perceive as similar to their self-concept. Ideal self’s concept is related to one’s self-esteem.

According to the marketer, a person who is dissatisfied with one-self will try and purchase products that could enhance their self-esteem.

For example, a woman who is confident, efficient, modern may buy a different type of perfume or shop at different stores than a woman who would like to be more warm and attractive.



It is not always that our self-image influences the products we choose but also the products we choose frequently influence our self-image.

The products purchased with symbolic value say something about us and also what we feel about ourselves. Extended self in simple term means we are what we wear, we are what we use.

This means it emphasizes the interaction between individuals and the symbols of environment. This shows that consumers buy products for their symbolic value in enhancing their self-concept.

Hi,

I am also uploading a document which will give more detailed explanation on the Personal Values and Leadership Effectiveness.
 

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