Onsumer Psychology and Byer Behaviuor. Understanding of Personality and SelF-Concept

Basically, I need theory about personality and self-concept (<last one more important), define the diference between them, what role do they play in purchasings and launching products (for consumers and for marketers) with short examples from real life. Any charts, graphs (referenced) would be very useful. i need it very organized. References. All task sound like this: Self-concept theory overcomes some of the problems with personality in that it is concerned more with how individuals think of themselves or want others to see them (Evans et al 2006 p. 147). Discuss the principles of self concept theory in relation to influencing consumer and buyer behaviour. How can an understanding of self  concept theory be incorporated into marketing campaigns and strategies Helpful Reading Mowen J. Minor M (2001) Consumer Behavior a Frame work. Prentice Hall Chapter 6 pp109-112 Evans M. Jamal A. and Foxall Gordon (2006) Consumer Behaviour 1St Edition John Wiely & Sons Sussex England Chapter 6 pp.139-147 Journals Quester P. Karunaratna A. Li Kee G. (2000) Self-congruity and product evaluation a cross cultural study. Journal of Consumer Marketing Vol.17 No.6/7 pp.525-57 Jamal A. Goode M. (2001) Consumers and brands a study of the impact of self image congruence on brand preference and satisfaction. Marketing Intelligence and planning Vol. 19 No.7 pp482-492 Graeff T. (1996) Image Congrunce effects on Product evaluations: The role of self-monitoring public/private Consumption. Psychology & Marketing Vil.13 No.5 pp.481-499 Graeff T. (1996) Using promotional messages to manage the effects of brand and self image on brand evaluations. Journal of Consumer Marketing Vol.13 No.3. pp.182 -190 Ive done already this. please read (you can include or change, or not use at all) Self Concept  People see themselves as they imagine others see them Self-Concept it is the general image we hold for ourselves, which comes up from our own impression or the others impression of us, the beliefs person holds for his or her characteristics and attributes and the way he or she appraises them. Michael R.Solomon, Consumer Behaviuor 6th Edition However, self-concept is a very complex structure, which includes different aspects, such as understanding of physicalattractiveness, mental attitude, self-esteem, self-image and our Real - who am I and Ideal- What you wish you were really like selves. Self concept is always influenced by internal and external factors, such as lifestyle, habits, family, culture; job, friends, media, etc. During the process of evaluating ourselves we choose or emphasize one group of attributes or characteristics over another, even though some of them might be distorted by our own opinion or the opinion of others. Process of evaluation shapes our self-esteem - How much value you place on yourself , which basically, is a positive aspect of ourselves. People with the high self-esteem are expected to be successful, confident and willing to lead and are open for innovations but at the same time people with low self-esteem do not perform very well, prefer less risk and choose different products than the  high self-esteem group, to express or evaluate themselves. Marketers use the self-concept theory to launch products, which could help their potential customer to  Shape their Self . It is known that marketing communications can influence the level of consumer s self-esteem, such as adverts highlighting success, a life of luxury, for the process of social comparison. Marketers address the adverts to the target audience, customers to stimulate their positive feelings about their selves. Symbolic self-completion theory implies that the customer with a deficient self-definition tends to complete his self with splurge symbols associated with this. Role identity. However, it is important to remember that general meaning of the self-concept includes a  multiple self group, which forces marketers to consider the fact, that consumers personality can be dependent form external factors and they will use different products at the different time of the day, in different places, people and situation, and it could be dissimilar from their normal daily products. In this case it is very important for marketing strategy to discover where and when the suitable role identity is active and when needed product needs to be delivered. Self-Consciousness group include people who are very conversant about themselves, they seem to be more sensitive about the image they bring to others and are aware for the chose of products. Those don t like innovations and to attract attention to them; there is another group of people who act as they are ignorant to the impression they make and taking more risk in the chose of product. The choice of people who belong to Self-monitoring group is more influences by how others will evaluate it. Consumers chose of product can help to describe the personality and determine social identityof a person and in the same way maybe be influenced by others perceptions.