Психологические и маркетинговые свойства Я-концепции потребителя

Посыпанова Ольга Сергеевна

doi:10.7256/2454-0722.2015.5.15028


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Psychology and Psychotechnics

Reference:

Posypanova O.S. Psychological and Marketing Features of the Consumer Self-Concept // Psychology and Psychotechnics. 2015. № 5. P. 459-469. DOI: 10.7256/2454-0722.2015.5.15028 URL: https://en.nbpublish.com/library_read_article.php?id=15028

Психологические и маркетинговые свойства Я-концепции потребителя

Posypanova Ol'ga Sergeevna

PhD in Psychology

associate professor, Department of Social and Organizational Psychology, Tsiolkovsky Kaluga State University

248023, Russia, Kaluzhskaya oblast', g. Kaluga, ul. St. Razina, 26

olga.posypanova@yandex.ru

Other publications by this author

Article was published in rubric "Horizons of psychology"

DOI:

10.7256/2454-0722.2015.5.15028

Received:

15-04-2015

Published:

09-07-2015

Abstract: Advertising, promotion, marketing effect a potential buyer more and more subtly, not just motivating him but invading the deep layers of his self-concept. The present research is dedicated to the analysis of what features of the self-concept respond to the marketing impact. According to the authors, the consumer self-concept is a structural layer of the general self-concept which becomes activated when you use the product and is always bonded with the product. In her article Posypanova has researched psychological features of the consumer self-concept, in other words, those that provide a subjective control over shopping and buying products: consumer self-analysis and reflection, awareness, predicting ability, goal-setting ability, crisis manifestation, personality externalization, self-realization, terminality, internality and complexity of the personal structure of values and motives. The author has also described marketing features of the consumer self-concept, in other words, those that provide active response to external sales stimulus and thus influence the consumer objectivity: dualism with the goods, reactivity, sensitivity, dependence on advertisements and the seller, mental passivity, symbolism and plasticity. It was determined that the consumer self-concept has the following functions: regulatory, restrictive, antimanipulational functions, the function of self-determination in the world of things and the function of the acceleration of consumption.

Keywords:

objectivity, subjectivity, marketing features of self-concept, psychology in marketing, self-concept, self-image, consumer behavior psychology, consumer psychology, economic psychology, psychological features of self-concept

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