消费者自我概念影响消费者行为这里可以总结出一个人实际的自我概念（现实中

消费者自我概念影响消费者行为<BR>这里可以总结出一个人实际的自我概念（现实中对自己的看法）与其理想中的自我概念（理想中对自己的看法）存在差异。此外，实际自我概念与他人对自己的看法（他人自我概念）也有一定区别。通俗来讲，对于他人的看法比较敏感的消费者，通常在购买中会选择个性与消费情境相一致的商品，例如有些女士的包必须买名牌的，奶粉必须是进口货（Aptamil）。而对于此类看法不在意的消费者，可能会按照理想中的自我来购买和消费。除此之外，消费者自我概念具有多样性，表现为在一些场景中严肃认真，而在其他场景中却和蔼可亲。在营销活动中，企业应该注意赋予产品一定的个性化特征，根据个性特征和自我概念，把消费者划分为不同的细分市场，并制定相应的营销策略。

消费者自我概念影响消费者行为<BR>这里可以总结出一个人实际的自我概念（现实中对自己的看法）与其理想中的自我概念（理想中对自己的看法）存在差异。 此外，实际自我概念与他人对自己的看法（他人自我概念）也有一定区别。 通俗来讲，对于他人的看法比较敏感的消费者，通常在购买中会选择个性与消费情境相一致的商品，例如有些女士的包必须买名牌的，奶粉必须是进口货（Aptamil）。 而对于此类看法不在意的消费者，可能会按照理想中的自我来购买和消费。 除此之外，消费者自我概念具有多样性，表现为在一些场景中严肃认真，而在其他场景中却和蔼可亲。 在营销活动中，企业应该注意赋予产品一定的个性化特征，根据个性特征和自我概念，把消费者划分为不同的细分市场，并制定相应的营销策略。

Consumer self concept influences consumer behavior<BR>It can be concluded that there are differences between one's actual self-concept (one's view of himself in reality) and his ideal self-concept (one's ideal view of himself). In addition, there are some differences between the actual self-concept and other people's views on themselves (others' self-concept). Generally speaking, consumers who are more sensitive to other people's opinions usually choose products with the same personality and consumption situation. For example, some women's bags must be brand-name and milk powder must be imported (aptamil). Consumers who don't care about this kind of view may buy and consume according to their ideal self. In addition, consumers' self-concept has diversity, which shows that in some scenarios, consumers are serious and in others they are amiable. In the marketing activities, enterprises should pay attention to giving products certain personalized characteristics, divide consumers into different market segments according to their personality characteristics and self-concept, and formulate corresponding marketing strategies.<BR>