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Richa Gupta
Piyush Jain
Dhiraj Gupta
The inner psychological characteristics that both determine
and reflect how a person responds to his or her environment.
ORANGE
Powerful, •Draws attention quickly
affordable, informal
Informal and •Coffee in a dark-brown can was “too
BROWN
relaxed, masculine, strong”
nature
Goodness, purity, •Men seekreduced
•Suggests productscalories
packaged in brown
chastity, cleanliness, •Pure and wholesome food
WHITE
delicacy, •Clean, bath products, feminine
refinement,
formality
Sophistication, •Powerful clothing
BLACK power, authority, •High-tech electronics
mystery
SILVER, Regal, wealthy, Copyright•Suggests premium price
2007 by Prentice Hall
GOLD stately
Consumers have a variety of enduring images of
themselves
These images are associated with personality in that
individuals consumption relates to self-image
This product
appeals to a
man’s self-
image.
Issues Related to
Self and Self-Image
One or multiple A single consumer will act
selves differently in different
Makeup of the self-
situations or with different
image people
We have a variety of social
Extended self
roles
Altering the self- Marketers can target
image products to a particular
“self”
Issues Related to
Self and Self-Image
One or multiple selves Contains traits, skills, habits,
possessions, relationships and
Makeup of the self -
image way of behavior
Developed through background,
Extended self
experience,and interaction with
Altering the self- others
image Consumers select products
congruent with this image
Actual Self-
Ideal Self-Image
Image
Ideal Social
Social Self-Image
Self-Image
Expected
Self-Image
Issues Related to
Self and Self-Image
One or multiple Possessions can extend self in
selves a number of ways:
Actually
Makeup of the self-
Symbolically
image Conferring status or rank
Extended self Bestowing feelings of
Altering the self- immortality
image Endowing with magical
powers
Issues Related to
Self and Self-Image
One or multiple Consumers use self-altering
selves products to express
Makeup of the self-
individualism by
Creating new self
image
Maintaining the existing
Extended self self
Altering the self - Extending the self
image Conforming
Physical Vanity Achievement Vanity