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Self

Self

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Copyright: 2018
Pages: 36
Source title: Utilizing Consumer Psychology in Business Strategy
Source Author(s)/Editor(s): Tevfik Dalgic (University of Texas at Dallas, USA)and Sevtap Unal (Izmir Katip Celebi University, Turkey)
DOI: 10.4018/978-1-5225-3448-8.ch009

Keywords: Business & Management / Business and Organizational Research / Business Science Reference / Human Aspects of Business

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Abstract

The concept of self is a critical part of personality and consumer behavior. The concept of self allows individuals to be introspective, to evaluate their goals and abilities, to plan for the future, to exert their control, or to feel complete. Moreover, and perhaps more importantly, without selves, people cannot be self-centered, self-serving, self-promoting, or self-critical. In the lack of self-image, an individual cannot feel self-conscious, ashamed, guilty, or embarrassed. The self contributes to human experiences in the best and the worst moments; it can describe as a gift and a curse.

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