Task 4 Ego involvement

According to Blythe (2013, p. 287), ego involvement is about 'the importance of the product to the individual's self-concept'. Szmigin and Piacentini (2015, p. 424) define self-concept as 'the beliefs that a person holds about his/her attributes and how he/she evaluates those qualities.'

Buying the right item or the right brand can increase an individual's self-esteem, helping to bridge the gap between our real self and our ideal self (i.e. between who we are now and who we'd ideally like to be). Buying the wrong item or brand (such as products tested on animals or made from real fur) could damage our self-esteem, in turn damaging our self-concept, causing us embarrassment and potentially leading us to be excluded from a group of friends or colleagues.

using the ego involvement With reference to an example of your own behaviour as a customer, illustrate one of these types of involvement in a post, of up to, headed 'Involvement' on your Consumer stories blog. Be specific about the level of involvement (high or low) and what factors contributed to it. Use the prompts below to help you, according to what type you choose: