Self-concept/self image theory

A person’s self-concept causes the individual to see herself or himself through the eyes of other persons. In doing so, individual takes into account the other person’s behavior, feelings, and attitudes. This evaluation is closely related to the perceptions of whether other persons in the reference group will approve or disapprove of the “self” presented to the reference group. This theory may be applied to consumer behavior. It has been suggested that many people choose products that match their self-concept and self-image.