Self Presentation Theory - Consumer Behaviour - 1622 Words

Self-Presentation ‘It might be said of self praise (if it not entirely shameful and ridiculous) that we praise ourselves fearlessly, something always sticks.’ – Francis Bacon WHAT IS SELF-PRESENTATION? Self Presentation is part of the Self Concept and Impression Management theory. Impression management (IM) theory suggests that any individual or organization must establish and maintain impressions that are compatible with the perceptions one wants to give to the public. From both a communications and public relations viewpoint, the theory of impression management suggests the vital ways in which one establishes relationship between personal or organizational goals and their intended actions which create public perception. The idea†¦show more content†¦People adopting a protective self presention style are expected to be less assertive with respect to same consumer interactions (M salma,Kevin Celuch, 1995) Thus, Self Presentation relies on corporeal ( meaning : having, consisting of, or relating to a physical material body: opp : not spiritual display). Mauss (1973) labels body techniques to communicate the desired identity, or self. The social actions required for self-presentation are consumption oriented and depend upon individuals displaying signs, symbols, brands, and practices to communicate the desired impression (Williams and Bendelow 1998). The art of self-presentation is both a manipulation of signs (Wiley 1994) and an embodied representation and experience (Brewer 1998) to impart identity. Consumers self-present daily as they select clothes, hairstyles, automobiles, logos, and so forth, to impress others in any given context (a shopping mall, movie theaters etc.). Goffman (1959) asserts that the presentation of self is contextual, based on a specific setting and facing a definable and anticipated audience. Consumer behaviour with regards to product purchase having either high involvement or low involvement depends on both his self presentation and the presentation of the product it self. The Self concept of how one views themselves gets reflected in the Prsentation style and in product purchase. To date, theShow MoreRelatedDive In. My First Piece Of Personal Advice To My Future1013 Words   |  5 PagesDive in My first piece of personal advice to my future self is to dive in. Fear of failure has always been something that I’ve struggled with. During my first year of university, I was in the Faculty of Arts but desperately knew I wanted to be business school. With that said, I was extremely scared of failure and held my application back until I was ready the next year. 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