Compare and contrast the real versus the ideal self. List three products for which a person is likely to use each type of self as a reference point when he or she considers a purchase.

 The concept of self is one of the most important and complex concepts in psychology. Self is a multidimensional construct, including various aspects such as self-concept, self-esteem, self-efficacy, and self-awareness. The real self and the ideal self are two important dimensions of self-concept that have significant implications for consumer behavior. Here, we will compare and contrast the real versus the ideal self and list three products for which a person is likely to use each type of self as a reference point when considering a purchase.

Real Self

The real self refers to how an individual actually perceives and evaluates themselves. It represents a person's actual characteristics, traits, and abilities. It is the way individuals see themselves, including both positive and negative aspects. The real self is influenced by the individual's past experiences, present circumstances, and future goals. The real self is a crucial reference point for consumer behavior, as it influences how individuals perceive and evaluate products and services.

Ideal Self

The ideal self refers to how an individual would like to perceive and evaluate themselves. It represents a person's ideal characteristics, traits, and abilities. The ideal self is an image that individuals strive to achieve, and it is influenced by social norms, values, and expectations. The ideal self is an important reference point for consumer behavior, as it influences how individuals perceive and evaluate products and services that can help them achieve their ideal self.

Comparison and Contrast of Real versus Ideal Self

There are several similarities and differences between the real and ideal self. The real self and ideal self can be compared and contrasted in the following ways:

1. Perceptions of Self

The real self is based on an individual's actual perceptions of themselves, while the ideal self is based on an individual's desired perceptions of themselves. The real self represents the actual characteristics and traits that an individual possesses, while the ideal self represents the desired characteristics and traits that an individual wants to possess.

2. Expectations

The real self is based on the expectations that an individual has of themselves, while the ideal self is based on the expectations that society has of them. The real self represents the expectations that an individual has for themselves, while the ideal self represents the expectations that society has for them.

3. Emotional Implications

The real self can have positive or negative emotional implications, depending on how an individual perceives themselves. If an individual has a positive perception of themselves, the real self can lead to positive emotions such as pride and self-confidence. However, if an individual has a negative perception of themselves, the real self can lead to negative emotions such as shame and low self-esteem. The ideal self, on the other hand, can lead to positive emotions such as inspiration and motivation, as individuals strive to achieve their ideal self.

4. Stability

The real self is relatively stable, as it is based on an individual's actual characteristics and traits. The ideal self, on the other hand, is more variable, as it is based on an individual's desired characteristics and traits, which may change over time.

5. Influence on Consumer Behavior

Both the real self and the ideal self can influence consumer behavior. The real self can influence how individuals perceive and evaluate products and services, based on their actual characteristics and traits. The ideal self can influence how individuals perceive and evaluate products and services that can help them achieve their desired characteristics and traits.

Products for Real Self Reference Point

1. Clothing: Clothing is a product for which individuals are likely to use their real self as a reference point. Clothing is a way of expressing oneself, and individuals tend to choose clothing that reflects their actual personality, style, and preferences.

2. Food: Food is a product for which individuals are likely to use their real self as a reference point. Food choices are influenced by personal taste preferences, dietary needs, and health considerations, which are all aspects of the real self.

3. Technology: Technology is a product for which individuals are likely to use their real self as a reference point. Technology choices are often based on individual preferences, needs, and abilities, which are all aspects of the real self.

Products for Ideal Self Reference Point

1. Luxury goods: Luxury goods are products for which individuals are likely to use their ideal self as a reference point. Luxury goods are often associated with status, prestige, and exclusivity, which are all aspects of the ideal self.

2. Fitness products: Fitness products are products for which individuals are likely to use their ideal self as a reference point. Fitness products are often marketed as a means of achieving an ideal body image, which is an aspect of the ideal self.

3. Personal care products: Personal care products are products for which individuals are likely to use their ideal self as a reference point. Personal care products are often marketed as a means of achieving an ideal appearance, which is an aspect of the ideal self.

Conclusion

In conclusion, the real self and the ideal self are two important dimensions of self-concept that have significant implications for consumer behavior. The real self refers to how an individual actually perceives and evaluates themselves, while the ideal self refers to how an individual would like to perceive and evaluate themselves. Both the real self and the ideal self can influence consumer behavior, depending on the product or service being considered. Understanding the real and ideal selves is crucial for marketers, as it can help them develop effective marketing strategies that resonate with consumers and meet their needs and desires.

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