原创力文档Michael R. Solomon《消费者行为学第6版 Consumer Behavior Buying, Having, and Being (Sixth Edition)》原版讲义05精品教案课件讲义.docVIP
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Chapter5:TheSelf
Chapter5:TheSelf
PAGE92
PAGE91
PAGE75
CHAPTER
CHAPTER
5
5
THESELF
THESELF
ChapterSUMMARY
Theself-conceptreferstothebeliefsapersonholdsabouthisorherattributesandhowheorsheevaluatesthesequalities.Inotherwords,consumers’self-conceptsarereflectionsoftheirattitudestowardthemselves.Whethertheseattitudesarepositiveornegative,theywillhelptoguidemanypurchasedecisions—productscanbeusedtobolsterself-esteemorto“reward”theself.
Self-esteemreferstothepositivityofaperson’sself-concept.Marke
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