TheSelf@me.com

Consumer Behavior: The SelfThe Collaborative Efforts of:

ANDREA ADAMS ALY HOMAN CARA RUBIN KATE McMENAMIN

Defining “The Self”• Self Concept• Summarizes the beliefs a person holds about his own attributes and how he evaluates

the self on these qualities• Ideal Self• A person’s conception of how he would like to be

• Actual Self• Refers to our more realistic appraisal of the qualities we do and don’t have

• Impression Management• Our efforts to “manage” what others think of us; choosing products that show us off in a

good light

The Process• 3 participants of different gender and age

• Goal: Show us who you are!

• Follow up interview with each participant

• Compare & Contrast findings

• Conclusion & Implications

A virtual vision board

“a place to discover ideas for all your projects and interests, handpicked by

you” – Pinterest

Users pin “pins” to “boards”

Meet the Pinners

Chloe Ramsay: Female, Age 21

Tina Reger:Female, Age 39

Francesco Folino:Male, Age 20

Chloe & Fantasy• Tropics• Sun and Sand• Weeks before Spring Break• State of Mind

Chloe & The Extended Self• Sister’s Jewelry Line• Essential piece of her

everyday outfit

Chloe & Personality• Quirky• Confident• Western Society

P e r s o n a l i t y [pur-suh-nal-i-tee]Noun1. A person’s unique psychological makeup which consistently influences the way the person responds to his or her environment

• Victorian Style Homes• Bucket List• Where Tina desires to vacation

Tina & Fantasy

• Individual• Pearls & lace• Summer fashions

• Family• Husband & children• Family values

• Group• Charity• Spartan Group

Tina & The Extended Self

• Dramaturgical perspective• Wife• Mother• Career Woman

Tina & Multiple Selves

• Focus on Professional Growth• A “real-world” desire

Francesco & Fantasy

• Individual• Family• Group

Francesco & The Extended Self

• Michael Kors, Versace, & Nike

Francesco & Brand Personality

Compare & ContrastSimilarities Differences

• Extended Self• Family Level• Group Level

• Body Image • Western Ideal of Beauty

• Fantasy

• Social Footprints• Larger impact from younger

demographic• Ideal Self• Brand Personality• Nike, Michael Kors, Versace

• Self-Image Congruence Model• Pearls & Lace

Conclusion: Marketing Implications• Customer Relationship Management Systems• Behavioral Tracking Software• Mass Customization• Bridges Gap Between Ideal & Real

“ 4 7 % o f U . S . o n l i n e s h o p p e r s b o u g h t s o m e t h i n g a s a r e s u l t o f a P i n t e r e s t r e c o m m e n d a t i o n . ” ( P l a t y p u s L o c a l )

Conclusion: Perfume vs. Toast

VS“ I t i s o n e t h i n g t o c o n s i d e r a b r a n d p e r s o n a l i t y f o r a n e x p r e s s i v e , i m a g e - o r i e n t e d p r o d u c t , s u c h a s p e r f u m e , a n d q u i t e a n o t h e r t o i m p u t e h u m a n c h a r a c t e r i s t i c s t o a t o a s t e r . ” – S o l o m o n , 2 7 6