Date: 9/19/2011 Course: MK617 Consumer Behavior Assignment: Self-Concept in Consumer Behavior Description: “Every product you purchase reflects who you really are” A critical review of Joseph Sirgy article about Self-Concept in Consumer Behavior. For this assignment, students were presented some definitions and theories about Self-Concept in Consumer Behavior. This included the definition of the Image product, the process of identification, congruity and incongruity, but also some self-concept measurements practices.

1. Self-Concept
in Consumer
Behavior
A Critical
Review
Joseph Sirgy
By Walid ABRAZ for MK 617
9/19/2011

2. Self-Concept in
Consumer Behavior
A Critical Review
Joseph Sirgy
Some Key words
Consumer behavior
Self-concept
Product Image
The brand
Congruity / Incongruity
Self-esteem
Self-consistency
Identification
Marketing
Motivation
Purchase

3. Objective of the study
it denotes the importance of Self-concept in
consumer behavior.
Every product you purchase reflects who
you really are.
1. Definitions and theories about the self-concept
2. The Image Product
3. The self-concept studies
4. The self-concept theories : Identification /
Congruity / Incongruity
5. The self-concept measurements
6. The self-concept research
7. A critical review of the self-concept

4. Self-Concept in Consumer Behavior
A Critical Review
Definition and theories 1/6
The Self-concept denotes the “totality of the individual’s thoughts and
feelings having reference to himself as an object”
How do you see yourself?
Some define the Self-Concept to be “Self-Image”, which means “an
individual’s perception of himself”.
It is often described of defined by the word “Self-description”
Example 1
“I am a marketer” or “I am a teacher”
MK 617 - Consumer Behavior By Walid ABRAZ 4

5. Self-Concept in Consumer Behavior
A Critical Review
Definition and theories 2/6
The Self-concept seems to have three (03) components :
1. The Ideal self-concept The person you would like to be.
Ex. : I want to be a Successful Marketing Manager
2. The Public self-concept The image you think people have on you.
Ex. : I am perceived to be arrogant and snob!
3. The Real self-concept What you really think about yourself.
Ex. : I am intelligent and competent !
MK 617 - Consumer Behavior By Walid ABRAZ 5

6. Self-Concept in Consumer Behavior
A Critical Review
Definition and theories 3/6
DO NOT CONFUSE WITH THE FOLLOWING…
1. Self-esteem which means the auto-evaluation in a positive or a
negative way.
Ex.: I believe I am competent and I am proud about that. (+)
I think I am disrespectful and I am ashamed about that. (-)
In this case we have to distinguish that the self-esteem is a focus on a
positive or a negative auto-evaluation. Whereas, the self-concept refers
to what we think about ourselves in general.
2. Self-consistency that denotes the ego-centrism which means the
tendency for an individual to behave consistently with a view of himself.
MK 617 - Consumer Behavior By Walid ABRAZ 6

7. Self-Concept in Consumer Behavior
A Critical Review
Definition and theories 4/6
Back to the self-concept components…
Sometimes there is a conflict between the Real Self-Concept and the
other types or components. For example in performing art, sport or
studies, those conflicts may affect the performance of a person. That’s
why many people try to work on how to improve their self-concept by
using psychological methods (therapies).
Ideally, to avoid such conflicts and feel good, people often try to create a
harmony between the three components of the self-concept. In
other words, to maintain good mental health, people try to establish a
kind of balance between those components.
This means that the Public self-concept and the Ideal self-concept
should be compatible with the Real self-concept.
MK 617 - Consumer Behavior By Walid ABRAZ 7

8. Self-Concept in Consumer Behavior
A Critical Review
Definition and theories 5/6
Moreover, different theories have been presented in this article to
define the “Self-concept”.
1. According to the “Psychoanalytic theory”: the self-concept is defined
as the self-system inflicted with conflicts.
2. According to the “Behavioral theory”: the self-concept is a set of self-
responses to a stimulation.
3. According to the “Organismic theory”: the self-concept refers to body
function and natural development.
4. According to the “Cognitive theory”: the self-concept is represented
as being a conceptual system processing information about the
self. This theory definitely denotes the self-concept as being an
individual’s psychological functions.
MK 617 - Consumer Behavior By Walid ABRAZ 8

9. Self-Concept in Consumer Behavior
A Critical Review
Definition and theories 6/6
5. According to the “Symbolic interactionism”: the self-concept is seen
as being a function of interpersonal interactions.
In this context, the self-concept refers to the differences that could
exist between people. That means that people respond toward products
or concepts differently.
This difference in interpretations and assumptions is based on how
much those objects, products, concepts or images are significant to
people.
MK 617 - Consumer Behavior By Walid ABRAZ 9

10. Self-Concept in Consumer Behavior
A Critical Review
Moreover, if an object, product or image is important to one person, it
can be less important or unimportant at all to another person.
As a result, both persons facing the same objects, products, images or
concepts may have significantly different reactions to them.
I LIKE beers I HATE beers
MK 617 - Consumer Behavior By Walid ABRAZ 10

11. Self-Concept in Consumer Behavior
A Critical Review
Passing the introduction where the author presented
different definitions and interpretations of what the “self-
concept” stands for ; the first part of the article is linked to
how to use the self-concept while studying the
consumer behavior as a part of the marketing
research.
In this context, Sirgy talks about the well known concept
that “Consumers can be defined in terms of the
products they purchase or they use. Or in terms of
what those products mean for them”.
French citation adaptation :
• Dis moi ce que tu consommes, je te dirais qui tu es !
(Tell me what you consume, I’ll tell you who you are !)
MK 617 - Consumer Behavior By Walid ABRAZ 11

12. Self-Concept in Consumer Behavior
A Critical Review
The product image 1/1
Several factors determine the personality
Or the image of a product, such as :
the physical appearance, the packaging,
the advertising, and the price…etc.
In general, when all these factors are present,
we generally talk about the brand.
The American Marketing Association defines a product when it comes
to a brand as being : a name, a term, a design, and a symbol that identify or
distinguish a product from another.
MK 617 - Consumer Behavior By Walid ABRAZ 12

13. Self-Concept in Consumer Behavior
A Critical Review
Furthermore…!
According to Holman, as cited in this article, for a product to have an
image, a personality association, and to effectively convey a message in
term of communication, it has to be : Purchased visibly, Used variably,
and personalizable.
MK 617 - Consumer Behavior By Walid ABRAZ 13

14. Self-Concept in Consumer Behavior
A Critical Review
The self-concept studies 1/4
In general, those studies tend to deal directly with the product image and
how it is perceived by the consumers.
1. The stereotypic image of the product :
Ex: the stereotypic image on the cars “made in germany”
to be the most reliable, performing and highly designed
cars.
MK 617 - Consumer Behavior By Walid ABRAZ 14

15. Self-Concept in Consumer Behavior
A Critical Review
The self-concept studies 2/4
2. The product image in direct association with the self-concept (A):
Ex: FC Barcelona soccer team derived products’ image that is
extremely related to the high level of soccer playing and to the Spanish
Catalan Identity.
MK 617 - Consumer Behavior By Walid ABRAZ 15

16. Self-Concept in Consumer Behavior
A Critical Review
The self-concept studies 3/4
2. The product image in direct association with the self-concept (B):
It’s important to know that in terms of self-concept and product image,
the FC Barcelona club fans play an important role in the development of the
club and the affirmation of it’s Catalan identity.
As such, different derived products were manufactured using the FCB brand
image in relation of the Catalan supporters’ self-concept.
Consequently, the FCB “Company” gained a competitive advantage by
associating the FCB brand with the self-concept. This successful association
was very difficult to reproduce by the other European soccer teams.
MK 617 - Consumer Behavior By Walid ABRAZ 16

17. Self-Concept in Consumer Behavior
A Critical Review
The self-concept studies 4/4
3. Sex-typed product image: It’s a part of the consumers behavior studies
based on the consideration of the sex role in purchasing products.
• How do the consumers perceive the masculine and feminine products?
• How to decide weather a specific product is for males or for females?
• And how do consumers differentiate masculine products form feminine
ones?
most men most women are into both are into fancy
are into cars perfumes underwear
MK 617 - Consumer Behavior By Walid ABRAZ 17

18. Self-Concept in Consumer Behavior
A Critical Review
The Self-Concept Theories 1/4
A. The Identification 1/2
1. According to Levy as cited in this article, the consumer behavior
toward purchasing products is not functionally but regarded as
being affected by the different symbols, images, and messages
encountered.
2. The consumer behavior is probably affected by the product image
affecting his self-concept.
3. Some consumers who see people purchasing a specific product, or
are influenced by displays, and advertisements on packaging are
more likely ready to purchase this same product.
MK 617 - Consumer Behavior By Walid ABRAZ 18

19. Self-Concept in Consumer Behavior
A Critical Review
The Self-Concept Theories 2/4
A. The Identification 2/2
4. Through purchasing specific products, some consumers tend or want to
enhance their self-concepts related to those specific products or
services.
Kind of special feelings when purchasing a product or a service
(ex: cars, bikes, tattoos, piercings… etc.)
Also, the use of some products or services might be the only way
for some consumers to express theirs thoughts or their feelings.
MK 617 - Consumer Behavior By Walid ABRAZ 19

20. Self-Concept in Consumer Behavior
A Critical Review
The Self-Concept Theories 3/4
B. The Self-image / Product image Congruity 1/2
The main idea developed in this theory by Joseph Sirgy is that the
consumers insist in conveying a specific image that is congruent with
the product they purchase. It’s a theory where consumers are highly
motivated to purchase a product.
(A high status product A high consumer position A high value)
A POSITIVE SELF-CONGRUITY
Ex : L’OREAL cosmetics and beauty products
“L’OREAL, parce que je le vaux bien”
(L’OREAL because I’m worth it)
MK 617 - Consumer Behavior By Walid ABRAZ 20

21. Self-Concept in Consumer Behavior
A Critical Review
The Self-Concept Theories 4/4
B. The Self-image / Product image Congruity 1/2
However, Sirgy discusses not only the positive congruity that involve the
product image and the self-concept, but also :
• The positive self-incongruity : Where a positive product image is compared to a
negative self-image belief.
• The Negative self-congruity: Where a negative product image is compared to a
positive self-image belief.
• The Negative self-incongruity : Where a negative product image is compared to
a negative self-image belief.
In those cases, the consumer will have to deal with his real wants and
needs, while paying attention to his self-esteem and self-consistency to
purchase a product (+/- motivated to purchase).
MK 617 - Consumer Behavior By Walid ABRAZ 21

22. Self-Concept in Consumer Behavior
A Critical Review
The Self-Concept Measurements 1/1
1. The Q-Sort : A method that measures the relation between the
consumer and the product.
The self-identification of a consumer to a product.
This method denotes a series of questions addressed to the respondents
in order to extract what the consumers really want.
“Most like me” “Least like me”
Question 1 X
Question 2 X
Question 3 X
In addition to other types of self-concept measurements where discussed in
this article, such as :
2. The Semantic Differential
3. The Adjective check-list
4. The sex-role attitude measurement.
MK 617 - Consumer Behavior By Walid ABRAZ 22

23. Self-Concept in Consumer Behavior
A Critical Review
The Self-Concept Research 1/1
In this section, the author presents 5 types of research related to self-
concept.
1. Some are related to social and psychological factors.
2. Others treat the relation between the consumer behavior and the
self-concept / product image.
3. While other research focus on the consumer behavior as being
directly influenced by the self-concept.
4. In addition to some particular attention to the product images that
stimulate the consumer behavior and motivate the purchase.
5. Finally, Sirgy represents the self-concept as a function of behavior.
MK 617 - Consumer Behavior By Walid ABRAZ 23

24. Self-Concept in Consumer Behavior
A Critical Review
Conclusion
The research problems : a critical review
As in all other studies and analysis, the author presents his own critical review of the
theories relevance and research problems. Starting by a critique on the theoretical part
of the self-concept studies : passing by the interrelationship between the self-concept
and the product image (congruity / incongruity) : to end up his study by a critique on the
self-concept measurement :
• The semantic Differential : Based on the choice of question and adjectives, this
method presents some methodological difficulties, as there is no one agreed
method by the consumer behavior researchers.
• The Q-Method : The difficulties are mostly related to respondents that may find it
difficult to describe themselves in terms of product.
Not all the people can identify themselves to a specific product.
The “most like me”/ “least like me” does not work sometimes.
Overall, the author initiated us to an important starting point of the consumer behavior
studies, namely the self-concept and its different aspects, and characteristics that
constitute a real pillar for the marketing researchers in the process of wanting to know
what the consumers really want ?
MK 617 - Consumer Behavior By Walid ABRAZ 24

25. REFERENCES
http://www.answers.com/topic/self-concept
http://askville.amazon.com/symbolic-
interactionism/AnswerViewer.do?requestId=4515077
http://www.emeraldinsight.com/journals.htm?articleid=853263&show=pdf
http://www.acrwebsite.org/volumes/display.asp?id=9627
http://www.acrwebsite.org/volumes/display.asp?id=9747
http://www.acrwebsite.org/volumes/display.asp?id=6065
http://www.jstor.org/pss/3150479
http://onlinelibrary.wiley.com/doi/10.1002/mar.4220120105/abstract
http://www.emeraldinsight.com/journals.htm?articleid=853263&show=pdf