Perspectives on the self

1. Welcome
to
Consumer
Behaviour
Perspectives
on
the
Self
Consumer
Behaviour
Perspectives
on
the
Self[ ]

2. Positivity
or
Negativity
Self-Concept
The Self-Concept Refers to the Beliefs a Person Holds About His or Her
Attributes, and How He or She Evaluates These Qualities.
“
Content
Intensity,
Stability
Over
Time
and
Accuracy
Components of the Self-Concept Include:

4. FantasyAppealsFantasy: Self-induced shift in
consciousness & that gap between
what we are and what we want to
be, daydreaming or living out the
fantasy

5. Virtual Identity
• People are assuming virtual identities in cyberspace
• Avatars represent visual identity
• How do online “selves” effect consumer behaviour