self concept

1. Self concept and self image

2. Self concept is the self identity of an individual. It is
the sum total of ways we think about our selves as a
physical,social,spiritual and moral human beings
There is a great diversity of consumers some of them
would be introvert, extrovert, aggressive, bold,
strong, dress conscious, active, sober persons etc.
It means that all are having different self image or
self identities in a way that we all are unique to each
other
..

3. As every individual has specific perceptions and image of
themselves. These self concept Or self images are closely
related to the products or services patronized by them.
That means consumers tend to purchase
only those goods or services which according to
them have symbolic image closely related to their
self image or which perfectly suited to
their self image.

5. You see yourself
as a
LOVEABLE and
WORTHWHILE
person…
POSITIVE

6. POSITIVE
Sets goals
Persistent – keeps trying –
finds new ways to do things
Asks questions
of people with

7. You feel uncertain and
uncomfortable about yourself - - -
you fear possible rejection
NEGATIVE

8. of people with
NEGATIVE
Blaming others. What better way
to deny our weaknesses than to
blame others for our problems or
for the world's problems?
Jump to
conclusions
Look at only one detail
and disregard the big
picture
Minimize achievements

9. ORGANISED
DYNAMIC
MODIFIABLE
CONSISTENT
LEARNED

10. •Younger children-boy/girl
•Older children- hair and eye colour, address,
shoe size etc.
•Adolescents-likes, dislikes, beliefs,
relationships etc.
•Adults-quality of life and their personality
•Elderly-more self knowledge
EXAMPLE:
Factors affect our self
concept
1. Age

11. 2.culture

12. 3.Appearance

13. 4. GENDER

14. 5. EDUCATION

15. 6. MEDIA

16. Aspects of self concept
•Self esteem
1
•Self IMAGE
2
•Ideal self
3

17. ASPECTS OF SELF CONCEPT
• SELF-IMAGE – What you see in yourself
• SELF ESTEEM or SELF WORTH- The extent to
which you value yourself.
• IDEAL SELF- What I want to be

18. The way YOU THINK
and FEEL about
yourself
Can change from
MOMENT to
MOMENT

19. Feeling
POSITIVELY
about yourself,
your actions,
and your
Future , Love themselves
,confident.

20. HIGH
of people with

21. Feeling
NEGATIVELY
about yourself,
your actions,
and your
future

22. of people with
LOW
People with low self-
esteem are often drawn to
each other – these
relationships are often
destructive – hurtful rather
than helpful

23. CONSUMER SELF CONCEPT
CONSUMER
SELF
CONCEPT
PRIVATE SELF
ACTUAL SELF
SEELF
CONSISTENCY
IDEAL SELF
SELF ESTEEM
PUBLIC SELF
SOCIAL SELF
SOCIAL
CONSISTECY
IDEAL SOCIAL
SELF
SOCIAL
APPROACH

24. Self-efficacy is a person's judgment about being
able to perform a particular activity. Unlike self-
esteem, which reflects how you feel about your
self, self-efficacy reflects how confident you are
about performing specific tasks. High self-
efficacy in one area may not coincide with high
self-efficacy in another area.
Just as high confidence in snow skiing may not
be matched with high confidence in baseball,
high self-efficacy in mathematics does not
necessarily accompany high self efficacy in
spelling. Self-efficacy is specific to the task being
attempted.

25. Cont…
People with low self-efficacy toward a task are more
likely to avoid it, while those with high self-efficacy are
not only more likely to attempt the task, but they also
will work harder and persist longer in the face of
difficulties.
self-efficacy indicates how strongly a individual believe they
have the skills to do well, they may believe other factors will
keep them from succeeding.

26. SELF MONITORING
• An ability to regulate behaviour to
accommodate social situations.
• High Self monitoring
• Low Self monitoring