People’s consumer behaviour is strongly influenced by their self-concept that is often quite distorted. This stems from an imbalance between their perception of who they really are and who they want to be- a contradiction between the actual and the ideal self. In most cases, the ideal self is an idea forced upon us by external factors (family, friends, media, religion etc) and is very hard to satisfy. As a result, people are “trapped” in a constant search for ways of self-improvement in order to reach their desired self. These ways are expressed in their consumer behaviour and life-style patterns (products, fashions, tastes, preferences etc). In other words, the more you buy, the closer you get to your desired ideal self. The most perfect scam ever created!
How to reduce the gap between actual and desired self? Desire your actual self!
(source: contemplation on Marketing Class study material)
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