Posted on by Judy

Why are the term self-concept and extended self concept important to marketing professionals? What are the differences between the Freudian theory, Neo-Freudian theory and trait theory? How does each theory enable the understanding of consumer behavior?

Self concept and extended self concept are important aspects of consumer behavior. According to Zinkham and Hong 1991 self concept is an important concept and cognitive structure which is linked with behavior and feelings. Self concept and extended self concept is important for marketing professionals for understanding personalities and preference of products to consumers. It is used for evaluating ion or products and understanding a product image. The purchase of products help to enhance the image of self (hong 1991). It has positive positive product perception and self image. According to Sirgy 1992 it is a perfect predictor for the purchase behavior. It motivates the consumers to purchase and maintain positive self image.
Freudian theory revolves around unconscious needs or drives which is the center of motivation and personality
Neo Freudian personality theory revolves around social relationships are important for the development and formation of personality.
Trait theory is quantitative or empirical with emphasis on the measurement of personality related to psychological characteristics. This is called as trait and it is relative and distinguishing. It is related to construction of inventories or personality tests and helps for picking individual differences related to specific traits.
Marketers apply the theory for studying the consumers era personality and understanding the consumer purchases and reflection.
 
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