The Self-Concept and Consumer Behaviour

Order Description

Consider the following quotes and then read part 1:
Solomon et al. (2013: p153) suggest that “we choose some products because we think they are

consistent with our actual self, whereas we buy others to help us to reach more of an ideal


Belk (2003: p27) asserts that for most consumers “their footwear is an extension and expression of


Belk (2013: p477) claims that “the current wave of digital technologies is fundamentally changing

consumer behaviour in ways that have significant implications for the formulation of the extended


Part 1 – The Self Concept and Consumer Behaviour (67%)
Conduct a literature review of consumer behaviour theories related to the self, which are relevant

to understanding the extent to which consumers purchase products to signal their selves to others.
[Your discussion should critically evaluate a range of academic sources, including books and

journal articles. Tip: Original sources from the Library and SUMMON are much better than secondhand

sources from Google. These should be fully referenced in the text, using the APA 6th referencing

method. You should avoid using long, direct quotations and instead demonstrate your understanding

of the issues by paraphrasing your sources.

please consider using these sources as its recommended.
Solomon, M., Bamossy, G., Askegaard, S. & Hogg, M.K. (2016) Consumer Behaviour: a European

perspective, London: Prentice-Hall.
Possessions and the extended self – By Russell W. Belk

avoid using sources from google unless its journal articles from google scholar
use journal articles and books