Consumer Behavior 101: Self Concept and Personality - Extended Self Individual Family Community Possessions

What It Is

The Extended Self theory, proposed by Russell W. Belk in 1988, suggests that possessions are an extension of oneself and can be considered as part of one's identity. A canonical example of this concept is the Apple brand, which has successfully created a sense of community and shared identity among its customers through its sleek designs and innovative products. This matters for understanding consumers because it highlights the importance of considering possessions as an integral part of a consumer's self-concept when developing marketing strategies.

Key Terms & Concepts

• Extended Self: The idea that possessions are an extension of oneself and can be considered as part of one's identity.
  • Example: A person's collection of luxury watches is an extension of their self-image as a successful and sophisticated individual.
• Self-Concept: An individual's perception of themselves, including their values, attitudes, and personality traits.
  • Example: A person's self-concept may be influenced by their social media profiles, which showcase their interests and hobbies.
• Possessions: Physical objects that hold sentimental or emotional value to an individual.
  • Example: A family heirloom, such as a grandmother's antique locket, may hold significant emotional value to a person.
• Symbolic Consumption: The use of products or services to convey social status, identity, or values.
  • Example: A person may purchase a designer handbag to signal their wealth and status.
• Materialism: The importance placed on material possessions in one's life.
  • Example: A person who prioritizes accumulating wealth and possessions over experiences and relationships may be considered materialistic.
• Consumer Identity: The way in which a person defines themselves through their consumption habits and preferences.
  • Example: A person who identifies as a "foodie" may prioritize trying new restaurants and cuisines over other activities.
• Social Identity Theory: The idea that individuals derive a sense of identity and belonging from the groups they belong to.
  • Example: A person who identifies as a fan of a particular sports team may feel a sense of belonging and identity with other fans.
• Cultural Identity: The way in which a person defines themselves through their cultural background and values.
  • Example: A person who identifies as a member of a specific cultural or ethnic group may prioritize cultural traditions and practices.
• Actual Self: The person's current self-concept, including their strengths, weaknesses, and personality traits.
  • Example: A person's actual self may be influenced by their current job, relationships, and living situation.
• Ideal Self: The person's desired self-concept, including their aspirations and goals.
  • Example: A person's ideal self may be influenced by their dreams and aspirations, such as becoming a successful entrepreneur.
• Self-Extension Theory: The idea that individuals extend themselves through their possessions and relationships.
  • Example: A person may extend themselves through their social media profiles, which showcase their interests and hobbies.
• Social Exchange Theory: The idea that individuals exchange resources and rewards with others to achieve their goals.
  • Example: A person may exchange their time and effort for rewards, such as money or social status.
• Symbolic Interactionism: The idea that individuals interact with each other through symbols and meanings.
  • Example: A person may interact with others through social media, where they share and interpret symbols and meanings.
• Cultural Capital: The social and cultural resources that individuals possess, such as education and social connections.
  • Example: A person with a high level of cultural capital may have access to better job opportunities and social networks.

Common Misunderstandings

• Misunderstanding: The Extended Self theory only applies to luxury goods and high-end brands.
• Correction: The Extended Self theory applies to any possession that holds sentimental or emotional value to an individual, regardless of its price or brand.
• Misunderstanding: The Actual Self and Ideal Self are the same thing.
• Correction: The Actual Self refers to the person's current self-concept, while the Ideal Self refers to their desired self-concept.
• Misunderstanding: Social Identity Theory only applies to group memberships and affiliations.
• Correction: Social Identity Theory also applies to cultural and social identities, such as a person's cultural background and values.

Quick Application / Identification

Scenario: A person purchases a vintage car to restore and maintain. What concept is being applied here?

Answer: The Extended Self theory, as the person is extending themselves through their possession of the vintage car.

Explanation: The person is using the vintage car as a symbol of their identity and self-concept, and is investing time and effort into restoring and maintaining it.

Last-Minute Revision

• Extended Self theory was proposed by Russell W. Belk in 1988.
• Self-Concept is influenced by social media profiles.
• Possessions can hold sentimental or emotional value.
• Symbolic Consumption conveys social status and identity.
• Materialism prioritizes accumulating wealth and possessions.
• Consumer Identity is defined through consumption habits and preferences.
• Social Identity Theory derives a sense of identity from group memberships.
• Cultural Identity is defined through cultural background and values.
• Actual Self is the person's current self-concept.
• Ideal Self is the person's desired self-concept.
• Self-Extension Theory extends individuals through possessions and relationships.
• Social Exchange Theory exchanges resources and rewards with others.
• Symbolic Interactionism interacts with others through symbols and meanings.
• Cultural Capital possesses social and cultural resources.
• Belk's (1988) theory of the Extended Self highlights the importance of possessions in defining one's identity.
• McCracken (1986) theory of symbolic consumption emphasizes the use of products to convey social status and identity.
• Veblen (1899) theory of conspicuous consumption highlights the use of luxury goods to signal wealth and status.