Self-concept in self-show
@吉小城Thank you for raising a very interesting question. I hope more people can join the discussion on this question. Is the so-called "prototype" of self-expression in interpersonal interaction another kind of performance?
Let me tell you my opinion first, I very much agree with what you said, "As soon as a person is watched, he may enter a certain state of performance. In fact, he can also be his own watcher-what kind of person I think I am, I think What kind of person do you want to be? Here I want to put forward the point of view of "self-concept" .
Self-concept is a person’s integrated perceptions and attitudes towards one’s own image and personality traits. Most people will shape the results of self-observation based on their perception of other people’s thoughts or their own objective positions (Reed, 2009). 2002). Self-concept can be further divided into actual self-concept and ideal self-concept . The actual self-concept is accompanied by the self-recognition of one's own personality traits. After all, oneself knows oneself best, and what kind of personality is the person, oneself know best. The ideal self-concept is the idea or objective position that you want others to perceive about yourself. Taking luxury goods as an example, the person holding the LV bag should be regarded as a kind of performance, right? That is to say, if a product has a "noble" image, this image will further affect consumers' actual self-concept and ideal self-concept in their self-concept .
In the above example, when consumers buy luxury goods, they also refer to whether their actual self-concept is consistent with the product image. This consistency problem affects consumers' cognition. Consumers will have two perceptions, namely "I am actually a noble person" and "I am not a noble person"; and the product image is usually associated with the ideal self, that is, the participant buys luxury goods When, to some extent, it will be considered whether the image of the luxury product can enhance the actual behavior of one's ideal self-concept. In such a relationship, the scholar Sirgy (1982) developed the following four forms according to the consistency of self-image and product image in self-concept:
- "Positive self-concept consistency": that is, the so-called positive ideal self-concept and positive actual self-concept. For example, consumers who buy luxury goods do want to show that they are noble people in their ideal self-concept, but they think they are intrinsically noble in their actual self-concept.
- "Positive self-concept inconsistency": It is a positive ideal self-concept and a negative actual self-concept. For example, consumers who buy luxury goods want to show that they are noble personality traits in their ideal self-concept, but they think they are not intrinsically noble in their actual self-concept.
- "Negative self-concept consistency" : the so-called negative ideal self-concept and negative actual self-concept. If you don't want to show that you are a noble person, you don't think you are a noble person at the same time.
- "Negative self-concept inconsistency" : It is a negative ideal self-concept and a positive actual self-concept. For example, in the ideal self-concept, one does not want to show that he is a noble person, but in the actual self-concept, he believes that he is a noble person. In such a state, the psychological state displayed by consumers usually wants to hide their ideal self. Concept, such as wealthy people who deliberately live a low-key life.
What kind of person I think I am (actual self-concept) and what kind of person I want to be (actual self-concept) influences individual behavior, in consumer research , self-concept and product image (image), but also dominate consumers' purchasing motivation. For example, the above-mentioned "positive self-concept consistency" will lead to the strongest purchase motivation, because consumers' ideal self-concept and actual self-concept both become positive consistency with the product image, and consumers inherently believe that the product It is suitable for you, and using this product will also allow you to achieve your ideal self-concept.
The second strongest purchase motive is "positive self-concept inconsistency" , because although consumers essentially think that they are not suitable for using the product, but in order to achieve their ideal self-concept, they will deliberately buy the product to meet your ideal expectations.
The third-ranked purchase intention is "negative self-concept consistency" , because in such a state, consumers' ideal self-concept and actual self-concept are inconsistent with the product, but in many cases consumers' consumption behavior is not satisfied The actual demand, in most cases, is not knowing one's own demand, and irrational consumption behavior is the main behavior of this type.
Finally, the worst purchase motivation is "negative self-concept inconsistency" , because in such a situation, the consumer's ideal self-concept is negatively related to the product image, but the individual's actual self-concept is negatively related to the product image. Product consistency, which mostly occurs when consumers consciously hide their actual self-concept. Although they know that their true self is highly consistent with the product, they choose not to buy the product in order to achieve their ideal self-concept. For example, a prominent entrepreneur chooses not to buy luxury goods in order to show the image of the common people or the public, but replaces them with cheap goods. In this way, because it is a deliberate and rational consumption behavior, in such a situation Therefore, consumers' willingness to buy luxury goods will be reduced to a minimum.
Social media has indeed changed the way of watching performances, and it is also a derivation of people's senses. The law of performance has not changed, and I think this law is like the four conditions mentioned above. In fact, these four conditions are all performing, It’s just that the purpose, motivation and situation are different. People are always performing, but it does not mean that the performance is a departure from the self, but depends on the interaction between the “actual self”, the “ideal self” and the “performance image”.
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