Consumers' self concepts are reflections of their attitudes towards themselves. Whether these attitudes are positive and negative, they will help to guide many purchase decisions, such as self esteem or reward the self.
Self-concept: the beliefs a person holds about his or her own attributes & how he or she evaluates those qualities” (Solomon, 1999)
“People see themselves as they imagine others see them” (Solomon, 2001)
Products of social props
These items are purchased in order to increase an individuals social status as with these items they can feel happy with themselves and thus more confident in socially in a group. Today it seems essential, especially for teenagers to equip themselves with these social props in order to remain in a popular social status such has owning an iPhone or the latest pair of Nike trainers. Kids as young as 12 and 13 are now smoking and drinking which shows how desperate people are today about what others think of them that they will go to all measures and waste hudreds of pounds in order to make it happen. Ten years ago it wasn't as important to have the latest products as there is one main reason for this, the media. The media was not as tecnhological and could not be accessed as well as it can today so not everyone knew the lastest products to buy, now-a-days you can see an advert for an iPad almost anywhere you go or some weblink on the internet to an advert that people deem it necessary to have one as everyone knows about it.
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