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SELF CONCEPT DIMENSIONS &

USES
PRESENTED BY:-
ANKIT SABOO (GS 082)
RISHI MURARKA (GM 064)
VIVEK CHURIWAL (GC 032)
DIWAKAR BHATIA (GB 041)
IT IS DEFINED AS THE TOTALITY OF INDIVIDUAL
THOUGHTS AND FEELINGS HAVING REFERRENCE
TO HIM OR HERSELF AS AN OBJECT
DIMENSIONS OF SELF CONCEPT

DIMENSIONS OF SELF ACTUAL SELF IDEAL SELF CONCEPT


CONCEPT CONCEPT
PRIVATE SELF HOW I ACTUALLY SEE HOW I WOULD LIKE
MYSELF TO SEE MYSELF
SOCIAL SELF HOW OTHERS HOW I WOULD LIKE
ACTUALLY SEE ME OTHERS TO SEE ME
CATEGORIES OF SELF CONCEPT
INTERDEPENDENT
INDEPENDENT
INTERDEPENDENT SELF CONCEPT
IT EMPHASIS ON FAMILY, CULTURAL,
PROFESSIONAL AND SOCIAL RELATIONSHIP.
PEOPLE WOULD TEND TO BE OBEDIENT, SOCIO-
CENTRIC, HOLISTIC, CONNECTED AND
RELATION ORIENTED.
THEY DEFINE THEMSELVES IN TERMS OF SOCIAL
ROLES, FAMILY RELATIONSHIPS AND
COMMONALITIES WITH OTHER MEMBER OF
GROUPS.
INDEPENDENT SELF CONCEPT
IT EMPHASIS ON PERSONAL GOALS,
CHARACTERISTICS, ACHIVEMENTS AND DESIRE.
IT TENDS TO BE INDIVIDUALISTIC, EGO-
CENTRIC, AUTONOMUS, SELF-RELIANCE AND
SELF-CONTAINED.
THEY DEFINE THEMSELVES IN TERMS OF WHAT
THEY HAVE DONE, WHAT THEY HAVE AND
THEIR PERSONAL CHARACTERISTICS
POSSESSIONS AND THE EXTENDED
SELF
BELK DEVELOPED THE THEORY OF EXTENDED
SELF
WHICH CONSIST OF SELF PLUS POSSESSIONS, ie
PEOPLE TEND TO DEFINE THEMSELVES IN PART
BY THEIR POSSESSIONS
MEASURING SELF CONCEPT
UTILIZING THE SELF CONCEPT IN MARKETING
REQUIRES THAT IT BE MEASURABLE.
IT HELPS TO ENSURE A MATCH BETWEEN THE
SELF CONCEPT (ACTUAL/IDEAL) OF A TARGET
MARKET, THE IMAGE OF THE BRAND, AND THE
CHARACTERISTICS OF AN ADVERTISING
SPOKESPERSON
USES OF SELF CONCEPT
IT HELPS TO POSITION PRODUCTS….
PEOPLE’S ATTEMPTS TO OBTAIN THE IDEAL SELF
CONCEPT OR MAINTAIN THEIR ACTUAL SELF
CONCEPT, OFTEN INVOLVE THE PURCHASE AND
CONSUMPTION OF PRODUCTS, SERVICES AND
MEDIA.
RELATIONSHIP BETWEEN SELF CONCEPT
AND BRAND IMAGE INFLUENCE

RELATIONS SATISFACTION
HIP BEHAVIOUR PURCHASE
SEEK PRODUCTS AND
BETWEEN CONTRIBUTES TO
BRANDS THAT IMPROVE/
DESIRED SELF-
SELF MAINTAIN SELF
CONCEPT
CONCEPT CONCEPT
AND BRAND
CONSUMER IMAGE
SELF-
CONCEPT
 REINFORCES SELF CONCEPT
THANK YOU FOR LENDING YOUR
PATIENT EARS

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