Christopher B. Jakob
The self-concept in consumer behaviour based on the example of luxury brands
Číslo: 2/2020
Periodikum: Business & IT
DOI: 10.14311/bit.2020.03.05
Klíčová slova: Self-expression; self-concept; luxury brand; consumer behavior.
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Anotace:
The human beings' image of himself has been researched for decades. It influences every person individually every day and is therefore tremendously important for the consumer behaviour. The self-concept in consumer behaviour reflects more types of self-perspectives where the actual and the ideal self-image as well as the social self-image and the ideal social self-image belong to. The actual self-concept represents the current perceived state of the person and it reflects his current image of himself. The ideal self-concept is a formation of the future potential self-concept as it constitutes the achievement of the desired image of a person. The social self-concept represents the image the individual thinks others might attach to him. According to the Self-Congruity Theory individuals possess a need to express their self-identity.
Three types of motivation exist to aspire to congruency. The first one is the individual's basic need to pursue or to increase a positive self-esteem. The customer's aspiration for consistency represents the second type of motivation. The third motivation is the ambition of self-assessment. The results indicate that human beings are able to satisfy these three motivations due to the purchasing and possessing of luxury brands. Additionally it shows that people are in the position to enhance their self-esteem and to achieve their desired ideal-self because of the buying of luxury brands.
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Three types of motivation exist to aspire to congruency. The first one is the individual's basic need to pursue or to increase a positive self-esteem. The customer's aspiration for consistency represents the second type of motivation. The third motivation is the ambition of self-assessment. The results indicate that human beings are able to satisfy these three motivations due to the purchasing and possessing of luxury brands. Additionally it shows that people are in the position to enhance their self-esteem and to achieve their desired ideal-self because of the buying of luxury brands.