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Perspective of Self Concept

Self concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities. Self-concept is a very complex structure. Content ( facial attractiveness vs. Mental aptitude) + Positivity (Self-esteem) + Intensity (Stability over time) + Accuracy (The degree to which ones selfassessment corresponds to reality).

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Self-esteem refers to the positivity of a persons self concept.Acceptance by others often influences selfesteem. Self esteem advertising attempts to change product attitudes by stimulating positive feeling about the self. Ideal self is a persons conception of how he or she would like to be . Actual self refers to more realistic appraisal of the qualities one have and do not have.

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Different Self-Images
Actual SelfImage Ideal Self-Image

Ideal Social Self-Image Expected Self-Image

Social Self-Image

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Possessions Act as SelfExtensions

By allowing the person to do things that otherwise would be very difficult By making a person feel better By conferring status or rank By bestowing feelings of immortality By endowing with magical powers

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Sample Items from an Extended SelfSurvey*

My ___ holds a special place in my life. My ___ is central to my identity. I feel emotionally attached to my ___. My ___ helps me narrow the gap between what I am and try to be. If my ___ was stolen from me I would feel as if part of me is missing. I would be a different person without my___.