VALERIO, REYMAR C.

CONSUMER BEHAVIOR
ACTIVITY 8 MARCH 06, 2022
1. What is the role of self-concept?
Self-concepts represent knowledge structures made up of beliefs about oneself,
including a person's characteristics, social roles, and goals. The main factors that
determine the development of an individual's self-concept are the environment and the
people with whom he lives. For example, Harley-Davidson offers a somewhat different
mental image than Honda or Suzuki, and Nordstrom offers a different image than Kmart
or Sears.
As such, brands deliberately deliver images that are more than just their
functional attributes. Self-concept is important to marketers because consumers' self-
perceptions influence their attitudes toward particular product categories and brands and
subsequent purchasing behavior.

2. Define self-concept.
Self-concept is how an individual thinks or sees himself. One way for an
individual to maintain their self-concept is through the consumption of products. Assets
(products) help define oneself and create a sense of identity (Richins, 1994).
Self-concept is how we perceive our unique behaviors, abilities, and characteristics. For
example, beliefs such as "I am a good friend" or "I am a kind person" are part of a
general self-concept.
Self-concept is the image we have of ourselves. This image is formed in many
ways, including through our interactions with the important people in our lives. Learn
more about the self-concept, including whether it can be changed and some theories
related to self-identity and self-perception.