Consumer Behaviour: The self-concept and its use in advertising The idea of self and the way one views one’s self is a crucial factor in understanding the way consumers behave when purchasing goods. Advertisers understand that people appraise themselves and compare this to an ideal, and that their attempts to get closer to that ideal are often manifest and reflected in their consumption decisions. A successful advert will convince consumers that the product will …showed first 75 words of 1238 total…

…showed last 75 words of 1238 total…of the behaviour of the consumers in their market that have made ‘Diesel’ a profitable company. I for one see them as an important part of the fashion industry and of my own self-concept. Word Count: 1250 Bibliography ‘Consumer Behaviour: A European Perspective’ M.Solomon, G.Bamossy, S.Askegaard Second Edition 2002 ‘Consumption and the Self-Concept’ Simone Pettigrew 2002 ‘Needs, self-expression and consumer behaviour’ S.Ramesh Kumar2001 ‘Self- concept in consumer research/purchasing behaviour’ Psychographic Marketing Research Group