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Dimensions of a Consumer's Self-Concept
- Private Actual Self Concept: how I actually see myself
- Social Actual Self Concept: how others actually see me
- Private Ideal Self Concept: how I would like to see myself
- Social Ideal Self Concept: how I would like others to see me
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Interdependent Self Concept
tend to be... obedient, sociocentric, holistic, connected
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Independent Self Concept
tend to be... individualistic, egocentric, autonomous, self reliant
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Extended Self
- consists of the self plus possessions
- people defire themselves by their possessions
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Peak Experience
experience that surpasses the usual level of intensity and meaningfulness, and produces feelings of joy and self fulfullment
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Lifestyle
- how a person lives
- how one enacts his or her self concept
- influences all aspects of their consumer behavior
- determined by past experiences, innate characteristics and current situations
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Lifestyle Determinants
- demographics
- subculture
- social class
- personality
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Lifestyle (how we live)
- activities
- interests
- likes/dislikes
- attitudes
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Impact on Behavioe
- Purchases: how, when, where, what, with whom
- Consumption: where, with whom, how, when, what
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