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Search the World's Largest Database of Information Science & Technology Terms & Definitions

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Below please find a list of definitions for the term that
you selected from multiple scholarly research resources.

What is Self-Concept

Chapter 13

Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer

Individual’s self-concept is the end product of a process of reflection on oneself as an object, thus the self-concept is one’s totality of feelings, and thoughts having references to oneself as an object.

Published in Chapter:

The Role of Digital Advertising in Shaping Ideals and Consumption Choices in the Digital Era: Effectiveness of Digital Advertisements

Lilit Baghdasaryan (Northumbria University, London, UK)

Source Title: Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer

DOI: 10.4018/978-1-7998-0131-3.ch013

Abstract

Digital advertising is one of the most dominant elements of a communication mix. Consumption choices refer to the journey where consumers make decisions based on the problem-solving attributes of the products and services. The choices are conditioned with the reality shaped around us and social processes that impose ideal, self-identity, self-concept, ideal self, gender identities, and consumer cultures via visual digital designs and celebrity portrayals. Organisations aim to build digital advertisement strategies and create awareness of certain goods and services, but at the same time, the advertisement plays a significant role in generating new needs, new identities for consumers, and new role expectations. Digital technologies enable marketers to predict consumption behaviour and measure the consumer responses on key metrics of advertisement effectiveness.