the concept of self
The Concept of Self and its Marketing Interest
Self-concept is described by Zhao, Li, Teng, & Lu (2014) as the image that we have of ourselves. This image is formed by interactive sources, such as material objects and ideas, but is particularly influenced by our interactions with significant others in our lives (Arnould, Price & Zinkhan, 2004). These sources interrelate with one another and depend on various situations and motives that the individual may currently have (Arnould, et al, 2004). Changing ideas, beliefs and values impacts an individual’s self-schemas and may lead to a changing of consumer behaviour or the removal of behavioural constraints (Blakeslee, 1996).
Self-concept can be described as multi-faceted (Arnould, et al, 2004), and includes a collection of images, activities, goals, feelings, roles, traits and values. These play a part in different aspects of an individual’s perception of self. The Me-self (Mead, 1913) can be considered the socialised aspect of the individual and represents a constructed self-image from learned behaviours, attitudes, and expectations of others and society. The Me-self has been developed by the knowledge of society and social interactions and is considered a phase of self that is in the past (Mead, 1913). The I-self however, plays the role of the active observer, the knower, or the information processor (Arnould, et al, 2004). The 'I ' therefore, can be considered the present and future phase of self and represents an individual 's identity based on the response to the ‘Me’ aspect (Mead, 1913). For example, the 'I ' understands how society says an individual should behave and socially interact and they align with the perceived set standards, and that notion becomes self.
The 'Me ' and 'I ' have a didactic relationship, almost like a system of checks and balances. In essence, the Me-self prevents an individual for example, from breaking the rules or boundaries of societal expectations, while the I-self allows
Self-concept is described by Zhao, Li, Teng, & Lu (2014) as the image that we have of ourselves. This image is formed by interactive sources, such as material objects and ideas, but is particularly influenced by our interactions with significant others in our lives (Arnould, Price & Zinkhan, 2004). These sources interrelate with one another and depend on various situations and motives that the individual may currently have (Arnould, et al, 2004). Changing ideas, beliefs and values impacts an individual’s self-schemas and may lead to a changing of consumer behaviour or the removal of behavioural constraints (Blakeslee, 1996).
Self-concept can be described as multi-faceted (Arnould, et al, 2004), and includes a collection of images, activities, goals, feelings, roles, traits and values. These play a part in different aspects of an individual’s perception of self. The Me-self (Mead, 1913) can be considered the socialised aspect of the individual and represents a constructed self-image from learned behaviours, attitudes, and expectations of others and society. The Me-self has been developed by the knowledge of society and social interactions and is considered a phase of self that is in the past (Mead, 1913). The I-self however, plays the role of the active observer, the knower, or the information processor (Arnould, et al, 2004). The 'I ' therefore, can be considered the present and future phase of self and represents an individual 's identity based on the response to the ‘Me’ aspect (Mead, 1913). For example, the 'I ' understands how society says an individual should behave and socially interact and they align with the perceived set standards, and that notion becomes self.
The 'Me ' and 'I ' have a didactic relationship, almost like a system of checks and balances. In essence, the Me-self prevents an individual for example, from breaking the rules or boundaries of societal expectations, while the I-self allows
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