Innovation that Shapes Who We Are

Personality and self-concept play important roles in consumer behavior. Self-concept is an individual's ideas and feelings about themselves, including their real image, self-image, and possible self. Self-images can differ depending on the situation and audience, and people often buy products that positively impact how others perceive them. Innovators can use this information to create products that enhance customers' self-images, perform market segmentation, and appeal to customers in advertising and product packaging. By understanding self-concept, innovators can help shape their customers' self-perception and create truly impactful products.