Society Members Self-Concept and Consumer Behaviour

On October 14^th the lecture discussed “The self” therefore topics such as the ideal self, actual self and self-concept were linked to consumer behaviors in society. Simply stated, the ideal self is who we would like to be compared to the actual self that focuses on the qualities that we currently have. Therefore, products that members of society consume can assist in attaining an ideal self or remaining consistent with the actual self.

The self-concept is a very broad theory as there are many variables involved in identify one’s self. Therefore, for the simplicity of this task, I will focus on groups that distinguish certain members of society.

The group that I decided to focus on was members of a gym such as goodlife fitness. Therefore, gym members typically will have an ideal self as being strong, energetic, at their fitness goals and eat a healthy diet. However, the actual self-concept for some gym members might be that have some lazy moments, they may cheat on their diet and they do not have their highest amount of strength and energy.

Here are examples of products that gym members can consume that will help them attain the ideal self:

Therefore many members of society who associate with being part of a gym will try to obtain an ideal self by consuming products that allow them to reach their goals.

However, there are products that gym members consume to remain consistent with their actual self:

Some gym members may not have the will power to only consume products that will help them obtain their ideal self. Therefore, products such as nutella can often be consumed. 

Thank you,

Tarah Whissell

Image References:

"Nutella Celebrates Morning Rituals with First Campaign by BMF - MUmBRELLA." MUmBRELLA. Web. 3 Nov. 2014. <http://mumbrella.com.au/nutella-celebrates-morning-rituals-with-first-campaign-by-bmf-109189>.

"Healthy Food-pyramid - Healthiest Food to Eat." Fashionsunrisecom RSS. Web. 3 Nov. 2014. <http://fashionsunrise.com/what-are-the-healthiest-food-to-eat-daily/healthy-food-prymid-july-9-2012/>.