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"Guess who's coming to dinner": An investigation of the actual self, ideal self, ought self, hoped -for self and social self in a consumption situation.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	"Guess who's coming to dinner": An investigation of the actual self, ideal self, ought self, hoped -for self and social self in a consumption situation./
作者:	Christensen, Ethan.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2003,
面頁冊數:	139 p.
附註:	Source: Dissertations Abstracts International, Volume: 65-09, Section: A.
Contained By:	Dissertations Abstracts International65-09A.
標題:	Self image. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3106846
ISBN:	9780496544103

"Guess who's coming to dinner": An investigation of the actual self, ideal self, ought self, hoped -for self and social self in a consumption situation.
Christensen, Ethan.

"Guess who's coming to dinner": An investigation of the actual self, ideal self, ought self, hoped -for self and social self in a consumption situation. - Ann Arbor : ProQuest Dissertations & Theses, 2003 - 139 p.

Source: Dissertations Abstracts International, Volume: 65-09, Section: A.

Thesis (Ph.D.)--The University of Texas at Arlington, 2003.

This item must not be sold to any third party vendors.

Five self-concepts (actual self, ideal self, ought self, hoped-for self and social self) were examined in this study to complement and further explore the possibilities associated with an increased understanding about which self-concept is activated and which personality attributes for that self-concept are intensified for consumption situations having different levels of situational risk and either a self-oriented or other-oriented consumption orientation. An experimental design was employed to examine the activation of the self-concepts and the intensity of the measured personality attributes using wine as the product. A convenience sample of 192 college students were randomly assigned to one of three consumption situations for which measurements were taken for the five self-concepts being investigated. The situations were either high, moderate or low in situational risk and had either a self-oriented or other-oriented consumption orientation presented as the perspective from which the product was to be selected. The results revealed dramatic changes take place in the consumers, self-concept as the level of situational risk increases. The self-oriented and other-oriented consumption orientations presented across situations did not produce significant results. This research confirmed that the set of self-concept traits activated for one situation can be quite different from the self-concept traits activated for another situation. By manipulating the amount of situational risk associated with a consumption situation the results of the research demonstrated that different amounts of importance are placed on different personality attributes for different levels of situational risk. Understanding which self-concept is activated and which personality attributes are intensified within that self-concept for a consumption situation in which a product is typically used will enable marketers to position a brand as being the solution to achieving the desired self-concept activated within the consumer.

ISBN: 9780496544103Subjects--Topical Terms:

3435317
Self image.
Subjects--Index Terms:

Consumption situation

"Guess who's coming to dinner": An investigation of the actual self, ideal self, ought self, hoped -for self and social self in a consumption situation.
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