Consumer Behaviour: The self-concept and its use in advertising
             The idea of self and the way one views one's self is a crucial factor in understanding the way consumers behave when purchasing goods. Advertisers understand that people appraise themselves and compare this to an ideal, and that their attempts to get closer to that ideal are often manifest and reflected in their consumption decisions. A successful advert will convince consumers that the product will lessen the gap between their perceived and their ideal self.
             Our self-concepts are not only created by an individual's ideologies and desires but are also heavily influenced by the culture in which we live. The media's depiction of the ideal self is forever changing, and therefore what a consumer may be aiming to become at one stage will be different to another. For instance; I know that both my actual view and aspirated view have changed much over the last three or four years, and this is mirrored by the brands and products I choose to buy. I now see it as important to wear higher quality clothing, to travel abroad more often and to own faster and better quality IT products, where as five years ago such things were far less important. Also having a stage in life where important decisions must be taken regarding future employment and lifestyle, my ideal self image has become more long term with more specific objectives, such as where and how I live. Many of the products and services I purchase are in line with my actual self-concept, they are repeat buys or from a similar source. Although there are signs that I wish to live a more affluent lifestyle that I can't afford, as trips skiing and into European cities hint at.
             One brand that I often purchase depicts my self concept well. 'Diesel' and their slogan "For Successful Living" is a good example of the type of product I buy to attempt to reach my ideal self concept. The image...