Smith BakerThe Actual vs. Ideal Self-Congruence
Since the
introduction of consumer behavior in the marketing industry, it has become much
easier to predict the direction for brand marketing. Consumer Behavior deals... moreThe Actual vs. Ideal Self-Congruence
Since the
introduction of consumer behavior in the marketing industry, it has become much
easier to predict the direction for brand marketing. Consumer Behavior deals
with how the consumer selects, uses, and/or reuses a particular product or
service and the impact of this process on the society. Hence, the understanding
of consumer behavior has become very important and basic in marketing. In
pursuit of knowing what the consumer requires, many marketing professionals
have stumbled over the question of whether, a consumer is more likely to select
a product that represents the consumer’s actual personality, or would the
consumer select a product that represents his ideal personality.
In terms of
psychology, if a person wants to obtain his actual personality in a product, it
is called Actual Self Congruence and alternatively, if the consumer wants a
product that reflects his/her ideal self, it is called as ideal self-congruence.
Free research that covers introduction understanding consumer behaviour is now a fundamental part of modern marketing management. the field of consumer behavior is the study of individua
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