Case 2-1 Self-Concept, Self-Congruency Theory and Consumer Behavior

As you have seen in the personality, lifestyles, and self-concept chapter, self-concept and self-congruency theory have a profound effect on consumer behavior. Self-concept is described as the totality of thoughts and feelings that an individual has about themselves. Yet, the concept has various manifestations. One is that the self-concept represents what they believe about themselves in their current state: who a person believes themself to be (actual self), and how others currently see them (social self). Self-concept also represents consumers thoughts and feelings about their aspirational state: who they would like to see themselves as (ideal self), what they could become (possible self), and how they would like others to see them (ideal social self).

We all have these self-concepts, yet we dont often make the connection with a reference to how they drive a significant amount of our individual consumer behavior. Indeed, the extended self is the notion that purchased possessions define ones own self-perceptions; therefore, to a degree, we are what we consume. Self-congruency theory augments self-concept. We often purchase products and brands that we view are typically used by people who match one or more of our self-concepts. To simplify, we buy products and brands purchased by people we perceive to be like us.

Lets consider some examples. Consumer research data shows that Republicans are more likely to wear Wrangler jeans, while Democrats favor San Francisco-based Levis jeans. Why is this? Levis has supported liberal causes in its public relations efforts (i.e. enhanced gun control). Indeed, a recent survey found that nearly 60 percent of Americans would avoid or buy a brand based on whether they feel the brand aligns with their own beliefs on social issues. In other words, the brand believes in what the consumer believes in; and is therefore in alignment with their self-concept. Wrangler, on the other hand, has been apolitical, and often features rugged, tough, outdoor-type individuals such as Brett Favre and Dale Earnhardt Jr. in their advertisements, which could be argued is an approach that appeals to the self-concept of conservatives more so than liberals. As another example, it may be that liberals purchase (or at least place in their choice set) Subaru vehicles more so than conservatives. This could be in part due to self-congruency theory, in that they see Subarus predominantly driven by liberal friends and others that identify themselves as liberal (i.e. through decals on their vehicles). Further, Republicans are more likely than Democrats to purchase pickup trucks. A survey conducted on the U.S. News automotive site (www.rankingsandreviews.com) suggests that Republicans are more likely than Democrats to purchase pickup trucks, which could stem from any of the various types of self-concepts as well as self-congruency theory.

Of course, self-concept involves much more than political identity. It may be that a person, lets call him Adam, wants to build his personal brand, which can be thought of as largely analogous to the ideal social self. He has just completed his MBA and has landed a job in a major city in corporate finance that carries a solid six-figure income. He wants to be seen as hard-working, professional, and driven to climb the corporate ladder. He wants to be viewed as serious, but he also wants to be noticed and stand out from the pack without being obnoxious. He also wants to be seen as a good, fun colleague who regularly socializes with his co-workers. Will his ideal social self influence his consumer behavior? Absolutely! From this, and from various product and brand personalities, could you make a reasonable approximation of his extended self (the products he surrounds himself with to foster this ideal social self and other self-concepts)? Yes. Given his ideal social self, we might make the following predictions. Adam has chosen to purchase a fairly-upscale condo close to his corporate headquarters. He has purchased a fairly-conservative, luxury brand sedan, a BMW. However, rather than the more typical black or silver color his colleagues drive, he purchased a bright metallic blue . . . different, but not too out there. He chooses Brooks Brothers suits, shirts, and ties in conservative colors, but has a penchant for fun, colorful socks, as he wants that very subtle bit of flair and fun. He carries a Louis Vuitton briefcase, because, well, Luis Vuitton signals success, and a briefcase is far more business-serious than a messenger bag or backpack. He subscribes to the digital edition of the Wall Street Journal and regularly listens to NPRs show Marketplace. Since he wants to socialize with his co-workers, he chooses the Capital One Savor credit card, which gives him extra cash back rewards any time it is used for dining out at restaurants and bars. As he also hosts frequent get-togethers with co-workers, including supervisors and upper management, he has become somewhat of a wine connoisseur, subscribing to Cellar Select, a high-end wine club that regularly ships four to six bottles at $360 per box. One can easily see how just this one type of self-concept, the ideal social self, can influence consumer behavior.

Now, its your turn for some analysis. Meet Kate. Kate is a 24-year old Gen Z woman with a bachelors degree in environmental science. She is in her first job, working in the field for a government organization that tests the health of water conditions in the wetlands (lakes, rivers, etc.) of her state, Florida. She sees herself, believes others see her, and wants others to see her, as a strong advocate for environmental issues. She advocates for global warming, food resource sustainability, recycling, waste reduction, and other similar issues. In almost all senses of the word, her self-concept is that of a progressive. She likes to consider herself well-read and generally well-informed on most issues of the day, though her job and social life leave her with limited time for anything but work and occasional socializing. Being considered stylish isnt particularly important to her, though she does care about what the members of her in-group think of her and the way she carries herself. As she is in her first job, her income is limited, and she lives by herself in a modest one-bedroom apartment in Tampa where her agency is located. While she is single, she does occasionally date, and has profiles on a number of dating websites. She would like potential dates to see her as attractive, unassuming, and intelligent. She would like them to recognize that her work and values are incredibly important to her. She views herself as an outdoorsperson, enjoying hiking, camping, and other outdoor activities. Ideally, she would like to rise to a high level in the U.S. Environmental Protection Agency (EPA) in order to help shape policy that would leave a legacy.

Questions

Tip for analysis: The important part for marketers is that self-concepts and self-congruency theory are important considerations in the marketing mix, including influencing branding, marketing communications, public relations, and more. Marketers will often segment by various attributes related to self-concept. For example, some marketers will indeed target those for whom being a conservative is a large part of their self-concept (for an example, explore Black Rifle Coffee Company), while others might target those who consider themselves foodies (those with a strong interest in and love for cooking and eating good food, exploring a variety of foods, and enjoy Gather magazine). Therefore, when considering the following questions, research various brands marketing communications (websites, social media pages/posts, ads, etc.) to see if you believe them to be a fit for Kates self-concept or your own self-concept. Be able to defend the extended selves youve developed for yourself and for Kate.

Given the description of Kate, what products, and what specific brands within certain product categories (for example, if she owns a vehicle, the brand and type of vehicle she owns) do you think are part of her extended self? Think of products in a broad and thorough sense. They may include physical goods such as clothing, vehicles, books, music, furniture, and services such as restaurants, personal care services, memberships and the like. Be as descriptive as possible in your description of her extended self.

Take some time for introspection. Thinking deeply, write a description of the characteristics [core beliefs, psychographics (activities, interest, and opinions)], etc. that define your actual self. What products, and what specific brands have you bought in certain product categories that reflect your actual self?

Do the same thing as you did in question two, except do this for your ideal and possible selves. Since as a student you may not have the financial resources to have already bought many of these products, dont place any emphasis on whether or not you can currently afford these products and brands; what would you buy, if you could, to reflect these aspirational selves?