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 lessen the gap between their perceived and their ideal self.

Our self-concepts are not only created by an individual's ideologies and desires but are also heavily influenced by the culture in which we live. The media's depiction of the ideal self is forever changing, and therefore what a consumer may be aiming to become at one stage will be different to another. For instance; I know that both my actual view and aspirated view have changed much over the last three or four years, and this is mirrored by the brands and products I choose to buy. I now see it as important to wear higher quality clothing, to travel abroad more often and to own faster and better quality IT products, where as five years ago such things were far less important. Also having a stage in life whe

One brand that I often purchase depicts my self concept well. 'Diesel' and their slogan "For Successful Living" is a good example of the type of product I buy to attempt to reach my ideal self concept. The image the company portrays of itself is one of affluence but also of social awareness. Their new advertising campaign (such as the one shown in the attached picture) attempts to show 'Diesel' as part of a social rebellion and therefore by wearing their clothing you not only look fashionable but also hold fashionable opinions. The type of people who would be attracted by this type of advertising are as S.Ramesh Kumar, Professor of Marketing, IIM, Bangalore, describes; "A group of consumers who may perceive themselves as rebellious, non-conformists who seek individuality and freedom in their lifestyles." However a humorous part of the campaign is that no-one is supposed to understand what the rebellion is about; 'Diesel' are playing on the cultural belief that it is fashionable to be opinionated and rebellious, and the cause less important.

'Consumption and the Self-Concept' Simone Pettigrew 2002

Some common words found in the essay are:
Successful Living', IIM Bangalore, Consumer Behaviour, Successful Living, ideal self, SRamesh Kumar2001, Simone Pettigrew, Word Count, SAskegaard Edition, own self-concept, self concept, care fashion, successful living', image company, reach ideal, affluent lifestyle, reach ideal self, Marketing Research, 'diesel' clothing,
Approximate Word count = 1208
Approximate Pages = 5 (250 words per page double spaced)