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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
The Self and Selves

Chapter Objectives

After completing this chapter, you should be able to:

I.

Know the characteristics of self concept, and you should also understand more about how you characterize yourself and how others are likely to describe you.

II.

Understand how self concept affects intrapersonal processes such as perception and information processing and interpersonal processes such as lifestyle, interaction strategy and interpersonal influence.

III.

Understand the relationship between people's self concepts and their consumption behavior, including relating self concept to the circle of consumption.

IV.

Realize how the self concept develops and consequently how it varies cross-culturally.

V.

Understand the relationship between personality traits and self concept, and applications of personality theory for understanding consumer behavior.




McGraw-Hill/Irwin




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