Four aspects of self-image are:


1.  Actual self-image— how consumers see themselves.

2.  Ideal self-image— how consumers would like to see themselves.

3.  Social self-image— how consumers feel others see them.

4.  Ideal social self-image— how consumers would like others to

see them. Some marketers have identified a fifth and sixth self-image.

5.  Expected self-image— how consumers expect to see themselves at some specified future time.

6.  ―Ought-to‖ self— traits or characteristics that an individual believes it is his or her duty or obligation to possess.


In different contexts consumers might select different self- images to guide behavior. The concept of self-image has strategic implications for marketers. Marketers can segment their markets on the basis of relevant consumer self-images and then position their products or stores as symbols for such self-images.



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