Self Concept, Ideal Self Concept, and Consumer Purchase Intentions

E. Laird Landon

doi:10.1086/208590

September 1, 1974Journal of Consumer Research

Self Concept, Ideal Self Concept, and Consumer Purchase Intentions

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Key Points

Evaluate whether consumers' actual self-concept or ideal self-concept serves as a better predictor of purchase intentions across different product categories.
Administered structured psychometric assessments measuring actual self-concept and ideal self-concept using semantic differential scales.
Assessed consumer purchase intentions and product image congruence across diverse categories of consumer goods.
Both actual self-concept and ideal self-concept correlated positively and significantly with consumer purchase intentions.
The relative predictive power of actual versus ideal self-image varied systematically depending on the product type and consumer subgroup.

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Implication

Consumer behavior study examines purchase intentions in shoppers, indicating that both actual and ideal self-images independently influence product choice.

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Cite This Study

E. Laird Landon (1974) studied this question.

synapsesocial.com/papers/6a1037bfd8c5cf602efde1d0 https://doi.org/10.1086/208590

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Self Concept, Ideal Self Concept, and Consumer Purchase Intentions

Key Points

No abstract yet

Implication

Discussion

Cite This Study

Self Concept, Ideal Self Concept, and Consumer Purchase Intentions

Key Points

No abstract yet

Implication

Discussion

Cite This Study

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