Self concept (or weigh self-image) it is to point to an individual to wait for the perception of character trait, manner and ego evaluation to his ability, temperamental, disposition.
Think commonly, consumer will choose those and the product with self consistent concept and service, the product that shuns choice and self concept balance to touch and service.
Go up in this meaning just about, the ego idea that studies consumer has main effect to company sale activity.
Self concept is including 5 main composition essential factor: Actual self concept, point to individual actually how him look upon; Good ego idea, point to individual hope other how him look upon; Actual social self concept, point to individual feel others is how him look upon; Good social ego idea, point to individual hope others how him look upon; Expectant ego idea, individual expect to be in in the future how him look upon, it is interpose a kind of form between actual ego and ideal ego.
