Biased scanning theory

A theory of self-concept, which views selfconcept development in terms of identity aspirations and biased scanning of the environment for information to confirm how well the person is meeting his or her aspirations. Thus, perceptual scanning is biased towards seeing ourselves, as we would like to be (that is, it is biased toward self-gratification). This theory may be used in the context of consumer behaviour particularly in selection of products and brands.