Self concept in consumer research/purchasing behaviour

The broad role of self-concept has been reviewed by Sirgy (1982a) and has been used to examine product perception (French and Glaschner, 1971; Hamm and Cundiff, 1969), implicit behavior patterns (Greeno et al., 1973), and specific behavior (Guttman, 1973). The bulk of the research on self concept has been devoted to explaining brand/product preference, purchase intention or usage in terms of congruency of the brands or products with the consumer's self concept.
The concept of self-image has strategic implications for marketers as they can segment their markets on the basis of relevant consumer self-images and then position their product or services as symbols of such self-images. Markets can be segmented and product/service positioned by advertising along dimensions relevant to the self-system.

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