The Rhetoric of the Self-Image Congruence: Tell Me What You Consume, and I Will Tell You What You Are
Journal Title: Journal of the Human and Social Science Researches - Year 2016, Vol 5, Issue 3
Abstract
In the recent years, the consumption featured as a richness of happiness in social media and mass media even in the film industry. Accordingly, the self-concept associated with the objects of consumption, and consumption has gained a symbolic and emotional meanings. In this manner, presentation of the products or brands have been alienated from functionality, and become the rhetoric of desirability. Using products or brands as a symbol to communicate with other consumers lead to preference products or brands that have a congruity with their self-concepts. With this view, the self-concept assessed a symbolic reflection of consumption. The self-concept is the perception an individual has of him/herself, and encompasses of the products and services consumed. In this study the self-concepts are identified in light of literature from the field of psychology and sociology, which then followed by further examination of self-image congruence. Finally, measurement of the self-image congruence is discussed.
Authors and Affiliations
Betül BALIKÇIOĞLU| Yrd. Doç. Dr. Mustafa Kemal Üniversitesi, İİBF, İşletme Bölümü bbalikci@gmail.com
Keywords
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