This document discusses self, personality, body image, and their importance in consumer behavior. It defines self as a person's essential being distinguished from others through introspection. Maintaining balance across four elements - emotional, physical, mental and spiritual - is key to well-being. Personality expresses this notion of self through behavior in different situations. Body image influences attitude and impulsive buying behavior, as consumers may try to change negative moods or increase self-esteem through consumption. Personality traits like neuroticism also impact consumption patterns.
2. Self
It is a person's essential being that distinguishes them from others, especially
considered as the object of introspection or reflexive action.
Keeping the four elements, which are the four parts of self in balance, is fundamental to
well being.
These elements are emotional, physical, mental and spiritual.
Self is the core whereas personality is its manifestation. Personality is the expression
of this notion of self, i.e., how do I behave across the situation based on my awareness
of my being in the world.
8. Why consumers stereotypes?
That people connect ownership of certain products with membership in a certain social
group.The key determinant to know more about a consumption is a self-identity, the
symbolic meaning of goods and the role played by brands.
Consumers often engage in shared consumption in order to become acquainted
with and learn more about each other.
For example, new friends may go see a movie together to socialize or a
salesperson may take a new client to dinner to learn about the client's needs.
Whether the purpose is to make new friends or bring in new business, consumers
often engage in joint consumption to forge new relationships with others.
In these types of situations, the impressions people convey early in the
relationship are important. Though new information is gained as interactions
continue, additional information that contradicts the initial impression tends to be
overlooked.
Given the importance of creating a pleasant consumption experience in the early
stages of a relationship, the products consumers choose for joint consumption are
quite important and have the potential to make or break a budding relationship.
9. Body image.
Body image is a person's perception of their physical self and the thoughts
and feelings, positive, negative or both.
As the perceived body image changes or the attractiveness and self-
confidence of an individual increases, trust, which is also an element of
attitude, increases as well, thereby indicating that perceived body image
and attitude are closely related with each other.
Similarly, personality traits such as neuroticism influence impulsive buying
behavior when the individual tries to change his negative moods/ emotions
and low self-esteem. The personality trait extraversion is found to have no
correlation with male consumers and negative correlation with females.
