Observations from Secondary Research

A.
A.Self-Concept
Self-Conceptand Advertising
and Effectiveness
Advertising Effectiveness
Study: Self-concept has become accepted as an important psychological construct and the majority of applications which have been completed in a consumer behavior
context have been concerned with the self-concept/product (or store) image congruence effect on some criterion variables. From this perspective, self-concept is a
promising variable for explaining the effectiveness of various promotional and Advertising Effectiveness. A matching advertising appeal, compared to non-matching
appeals, may lead consumers to subsequent behaviors favorable to the product advertised. When viewers are exposed to advertising messages, they are said to go
through a process of comparing ad contents with their own self-concept.
Self-Concept Effects on Memory External Stimuli Self-schemata Knowledge structure Recall
A. Self-Concept
Self-Concept Effects on Evaluation and Advertising Effectiveness
Product Congruency Favourable attitude Buying Process
Self-Concept Effects on Purchase Intention Product Image Higher Purchase Intention
Results: Advertisements whose expressions are congruent with a viewer's self-concept should be remembered better than those which are self-incongruent. Memory superiority of self-
relevant expressions is expected in terms of the recall and recognition of the brand names delivered in ads.
Conclusion: Advertising expressions congruent with one's self-concept produce better memory of advertised brands than self-concept-incongruent ads. That is, those stimuli which are
incompatible with existing self-concept meet resistance, and only the information which is in accordance with the self-concept is accepted.

B. Belief Systems and the Differential Role of Self-Concept

Study : A belief system represents a set of predispositions within an individual to perceive, understand, and interpret stimuli or events in a consistent manner. Individuals will vary
according to the degree of differentiation and relativism they attain and will tend to structure their environment according to their own particular conceptual belief system. The variation in
differentiation and relativism determines the openness and closedness of the system, its receptivity to deviant elements and its capacity to admit external stimuli. t is likely that the acts of
individuals involved in some type of decision process will be affected by their system of beliefs and concepts. Thus, individuals of each system should manifest variations relative to their
perceptions, beliefs, and actions.
System 1 Most Concrete mode High Involvement but poorly integrated & undifferentiated Extreme & polarized judgement high absolutism and low tolerance
System 2 Arbitrary and Unpredictable mode  More differentiated and abstract Anti-rule, anti-authority orientation high absolutism and low tolerance
System 3 Interactive and friendly mode  Cumulative and group decision  Constant feedback to guide the decision  Positive and Positive ties to norms
System 4 Most abstract and open-minded  Experience and thought-centric approach  High task orientation and risk taking  Highly differentiated and cognitive structure
Results:  Product ownership had the greatest influence on Systems 1 and 2.ideal self-image has the greatest impact on purchase intentions for System 3. System 4 individuals show the
strongest influence of self-image on purchase intentions of the four systems.
Conclusion: The findings suggest that pre-dispositional factors related to the level of conceptual functioning of an individual are related to the differential influence of self- and ideal self-
image on purchase intentions. It also appears that the impact of product ownership on purchase intentions is mediated by an individual's level of conceptual functioning.
 Observations from Secondary resources

George M. Zinkhan and Jae W. Hong (1991) ,"Self Concept and Advertising Effectiveness: a Conceptual Model of Congruency Conspicuousness, and Response Mode", in
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George E. Belch (1978) ,"Belief Systems and the Differential Role of the Self-Concept", in NA - Advances in Consumer Research Volume 05, eds. Kent Hunt, Ann Abor, MI :
Association for Consumer Research, Pages: 320-325.
Back, Mitja & Schmukle, Stefan & Egloff, Boris. (2009). Predicting Actual Behavior From the Explicit and Implicit Self-Concept of Personality. Journal of Personality and
Social Psychology. 97. 533-548. 10.1037/a0016229.