Article1997

Self-Concept by Gender: A Focus on Male-Female Consumer

25 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Consumer Perception and Purchasing Behavior Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Market Dynamics

Abstract

The purpose of this exploratory study is to evaluate the differences/similarities between male and female consumers concerning their actual and ideal self-images. The results of this study reveal that there are statistically significant differences between male and female consumers in the ratings of some of the actual and ideal self-image descriptors. Marketing management implications of the results are also assessed in this paper.

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References

1982Self-Concept in Consumer Behavior: A Critical Review 1981Consumer behavior and marketing action 1967Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach 1969Congruence Relationships between Self Images and Product Brands 1991Self-Congruity Versus Functional Congruity: Predictors of Consumer Behavior 1980Consumer Behavior: Concepts and Applications 1968A Study of the Influence of Image Congruence on Consumer Choice 1971Self-Concept and Brand Preference

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