자아이미지, 제품상징성, 제품관여의 관련성에 관한 연구

Relationships among Self-Image, Product Symbolism, and Product Involvement

This paper has reviewed relationships among self-image(self-concept), product symbolism, product involvement. Each Individual has a perceived image of himself or herself as a certain kind of person, with certain traits, habits, possessions, relationships, and ways of behaving. As with other types of perceptions, the individual’s self-image is unique, a product of that person’s background and experience. Individuals develop a perceived self-image through interactions with other people. Products and brands have symbolic value for individuals, who evaluate them on the basis of their consistency(congruence) with their personal pictures of themselves. Some products seem to agree with an individual’s self-image ; others seem totally alien. Consumers attempt to preserve or enhance their self-image by buying products they believe are congruent with that self-image and avoiding products that are not. Consumers also tend to shop in stores that have an image consistent with their own self-image. Consumers prefer the objects(product, brand, store) that project their self-concept. If the consistency between self-concept and product image(symbolism) exist, consumers are loyal to the product. The relationship between self-image and product symbolism affects the levels, responses of involvement. Therefore, for effective marketing strategy using involvement, a study on self-image and product symbolism should be preceeded. Three different self-image constructs have been identified : The ideal self-concept, actual self-concept, and expected self-concept. The concept of self-image has strategic implications for marketers. Marketers can segment their markets on the basis of relevant consumer self-images and position their products or stores as symbols of such self-images, Such a strategy is in complete agreement with the classical marketing concept. Self-image is a powerful concept which has many implications and applications in the field of consumer behavior. The concept has been used in market segmentation, advertising, packaging, personal selling, product development, and retailing. The marketing manager must identify self-images that are broadly held by groups of consumers and build a product image that is consistent with these images. Future research is needed to test the proposed relationships and further establish and refine reliable/valid measures of constructs.