1. The ideal self is a concept of how we would like to be.

It is the ideal standard or image that

people want to achieve. It is a way you want people to perceive you or achieve a certain social
status. Actual self is our more realistic appraisal of the qualities we have. It is the qualities that
make us a bit more normal and not as flashy. They are more consistent with the image we are
familiar or comfortable with. Our ideal self and actual self share a common ground in regards to
products that we purchase. We put into consideration of what we want to purchase to satisfy a
type of self
- Example: One example is the type of car we purchase. If you were just a student or someone
who is not making the most money, you would logically purchase something cheap, practical
and cheap to maintain. You do not need something that is flashy or preloaded with all the
technology packages or the 18-inch aluminum alloy wheels. Brands that you would consider
may include, Toyota, Honda or Nissan. As long as it gets you from point a to point b, that is
all it matters if we were talking about “actual self”. However, on the other hand, if we were
talking about “ideal self”, you may want to purchase a car that is flashier and expensive.
Brands like BMW, Mercedes Benz, or Lexus would be a car on your mind because it gives off
this image of luxury and money. It may not be the most financial responsible thing to
purchase, but it offers a certain status
- Example 2: Clothes are another example when it comes to using a type of self as a reference
point to make a purchase. In an actual self, you would choose clothes that are more budget
friendly and comfortable such as a plain t-shirt, a pair of jeans and some sneakers. That
would be a typical outfit to purchase because it is affordable and it is suitable for many
different occasions. On the flip side, your ideal self would want something more high end.
You may want to consider purchasing more name brand or designer brand apparel to
achieve a certain social status or to impress someone. When it comes to purchasing a purse,
you may skip over the generic stuff at Target and check out purses from Chloe instead.
When you use your ideal self to make a purchase, it is an image if yourself you want to
achieve, thus you purchase clothes that are a bit more expensive
- Example 3: Purchasing electronics such as cellphones or laptops can also cause you to use a
type of self as a reference point. Your actual self may only need a cellphone with some basic
features with the ability to call and text messages. You may not need the fastest processor
or the nicest camera on the market. Meanwhile on the other hand, your ideal self may want
the best phone on the market at the moment. You may want to look “cooler” among your
friends because you have the phone that everyone wants. It sets you apart from those who
does not the newest or best phone and it may embarrass you if you had a large and old
phone instead
2. Social footprints and life-stream (marketers can track our behavior) - This behavior shows how
we wants to be = Marketers knows which products we desire.
3. .
4. Western cultures sway toward observing the self as a single entity, more individualistic.
Alternatively, Eastern cultures view the individual as part of a bigger entity, collectivist; part of a
family, clan, tribe, etc.