Question

Consumers’ self-concepts are reflections of their attitudes toward themselves. Whether these attitudes are positive or negative, they will help to guide many purchase decisions. Discuss marketing of products or services to bolster self-esteem or to reward each of the following “selfs” - the actual self, the collective self, the digital self, the extended self, the ideal self, the looking glass self, and the torn self.

Answer 1

It is very true that consumer's self concepts are reflections of their attitudes towards themselves. Whether these self are positive or negative, they will help to guide many purchase decision. These selfs' are described as follows:-

1. The actual self

2. The collective self

3. The digital self

4. The extended self

5. The looking glass self

6. The torn self

7. The ideal self

1. The Actual Self:- The actual self is defined as, any person or individual who see himself or herself in front of the mirror. Actual self is the real or actual image of the person. It is the image that is his or her own- self.

Actl self is the representation of the attributes that a person believes that he or she actually posses. The actual self is the person's basic 'self-concept'. It is the perception of the person's own attributes. these attributes are made or formed through:-

person's intelligence, person's athleticism, person's attractiveness etc. .

2. Collective Self:- Collective self esteem is originating in the field of psychology, that represents or describes the aspects of the self image, and is made on the basis of the people or the group whom he or she interacts to. This types of self image is formed or develops through the person's surroundings and person's perception.

3. The Digital Self:- Digital Self is defined as exploring the conveniences, complications and conflicts that technology represents in an individuals personal and professional relationships or interactions. This also plays a very important role in making self image of a person.

4. The Extended Self:- Extended Self is defined as the self image of a person built by the external environment and external factors that surrounds the person.

5. The Looking Glass Self:- Looking glass self states that a person's self growth is dependent on the socities interpersonal interactions and their perception.Any person has a direct interaction with the society. The thoughts and perception of other people really influence the perception, behaviour and thinking of any individual which also influences the perception the person then intakes and thinks on the basis of other's thinking and perception.

6. The torn Self:- Torn self is when an individual suffer in retaining a native culture while confronted with a new culture.

7. The Ideal Self:- Ideal self in a single line means a person's confrontation that he or she would like to be. This self-image is related to as how the person or any individual wants the others to perceive about him or her. The person builds his self image in such a manner that he or she only showcases that part which he or she wants the others to look at.