Welcome  toConsumer  BehaviourPerspectives  on  the  SelfConsumer  BehaviourPerspectives  on  the  Self[ ]

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Self-Concept

The Self-Concept Refers to the Beliefs a Person Holds About His or Her Attributes, and How He or She Evaluates These Qualities.

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ContentIntensity,  

Stability  Over  Time  and  Accuracy

Components of the Self-Concept Include:

Fantasy AppealsFantasy: Self-induced shift in

consciousness & that gap between what we are and what we want to

be, daydreaming or living out the fantasy

Virtual Identity• People are assuming virtual identities in cyberspace• Avatars represent visual identity• How do online “selves” effect consumer behaviour