Ideal Self-concept Research Articles

How Utilitarian Motivation and Trust Can Increase Intention to Use Based on Functional Attitude Theory

Purpose: This study aims to determine consumers' motivations for using banking and their characteristics as users of banking products and gender. Theoretical Framework: The conceptual framework for this study was formulated through a comprehensive review of the existing literature. This research shows that trust and ideal self-concept have an impact on consumer motivation. Furthermore, gender and banking product category moderate this relationship. Design/Methodology/Approach: This study used a quantitative approach. Purposive sampling was used and tested using structural equation modeling on 295 respondents. Findings: This study shows that utilitarian motivation as a core variable influences ideal self-concept and trust. Thus, the intention to adopt banking products is influenced by the independent variables. In addition, this study found a correlation between multigroup analysis and consumer characteristics, including gender and savings type. Research, Practical & Social implications: The results of this study indicate that subjective well-being negatively affects the intention to use banking products. Thus, further research is expected to use multigroup, single-double consumers for banking products. Companies should use the extensive data systems available and collaborate by interacting directly with consumers regarding what they need and complain about. These answers from consumers can be used by companies to improve their motivation and well-being. Originality/Value: This study tested multiple groups to identify gender differences and the type of banking products consumers use as control variables.

Symbolic consumption as a non-traditional predictor of brand loyalty in the sports industry, football club segment

Brand loyalty is one of the main objectives of marketing, due to its impact on the sustainability of organisations; however, the explanation of how this type of loyalty is built in the sports industry is complex, due to the way it is organised. Traditionally, brand loyalty in this industry has been explained by satisfaction, service quality, commitment and trust, thus other variables that have been analysed from the marketing field have not been included in the models developed for the sports industry. The aim of this article was to explore the relationship between symbolic consumption as a non-traditional predictor of brand loyalty in the sports industry, more specifically in the football club segment. For this purpose, a quantitative cross-sectional study was defined, with a non-probabilistic sampling. To test the proposed relationship, modelling by means of partial least squares structural equations was chosen. The results showed that symbolic consumption is positively related to brand loyalty in the sports industry in the football club segment, with a large effect size. This study becomes a starting point for scholars who wish to further explore the relationship between symbolic consumption and brand loyalty in the context of sport. Likewise, for marketing professionals in the sports industry, it suggests the importance of symbolic consumption for the design of strategies that enable the creation of brand loyalty in consumers in the case of football clubs. In this sense, marketing professionals should seek to create advertising and promotional campaigns that appeal to strengthen the relationship of the sports consumer with their social groups based on the actual and ideal self-concept, as lifestyle.

They The Role of Gender, Age, And Educational Groups in Utilitarian Motivation for Sharia Products

The development of sharia products continues to increase globally, both in Muslim-majority and minority areas. Diverse cultural backgrounds influence consumers in making choices. Furthermore, there are differences of opinion in previous studies regarding demographic variables. Using functional attitude theory, the gap in consumer motivation from demographic factors in choosing sharia products. The novelty of this study is to emerge from three demographic factors: gender, age, and education level, as fully predicted control variables. Based on this explanation, this study aims to determine the effect of the relationship between the control variables on the utilitarian motivation model in sharia products. Quantitative research was employed on the primary data collected, using the analysis method of multiple group analysis structural equation modelling (SEM) on 362 respondents. The study revealed that control variables (gender, age, educational background) influenced sharia products. The scope of the research is limited, making the results of this study not maximized. In future research, it is expected to be able to expand the scope, use other control variables, and use other related subjects or objects. Keywords: demographic factor, utilitarian motivation, sharia product, intention to use, ideal self-concept

Influence of Utilitarian Motivation, Ideal Self-Concept, and Perception of Consumers on Intention to Use Islamic Banking Products

Purpose – This research determined the influence of utilitarian motivation, ideal self-concept, and consumers' perceptions on intention to use Islamic banking products by identifying their characteristics as Muslims. Methodology – This is a quantitative research with primary data collected from a sample of 367 respondents, selected using a purposive sampling method through a survey method. The data collected were analyzed using a Likert scale of 1-5 to go through the SEM test. Findings – It critically examined the utilitarian motivation to focus on research gaps and to determine evidence of the effect of the ideal self-concept capable of increasing intention to use. The result shows that both factors affect the intention to use. Originality – This research collaborated with two theories, namely functional attitude and self-concept. Contributions were added in the form of an ideal self-concept and the researchers’ relationship to utilitarian motivation.

Accommodative self-regulation: The sample case of imprisonment in young adulthood.

The present study examined the role of self-esteem stabilization processes in response to restrictive developmental conditions in early adulthood. It did so by investigating accommodative adjustments among incarcerated young adults. It was argued that an adjustment of how an individual desires to be to how they actually perceive themselves (i.e., accommodative adjustment) can help to maintain a more stable self-esteem and buffers negative changes. Within a longitudinal design with three measurements occasions data of N = 728 incarcerated men between the age of 14 and 24 were analyzed. Accommodative adjustments were assessed at two occasions as adaptations of the ideal self-concept ("I would like to be…") to the previous actual self-concept ("I am…"). In addition, assimilative adjustments were operationalized as adaptations of the actual self-concept to the previous ideal self-concept that means changing what individuals think of themselves in accordance to how they desire to be. Regression analysis showed that accommodative adjustments predicted self-esteem. Moreover, accommodative processes were particularly important when assimilative processes were less pronounced. Especially at the beginning of the incarceration period, accommodative adjustments of the self-concept buffer damaging effects of incarceration and support the (re-)stabilization of self-esteem.

PSYCHOLOGICAL AND PHYSICAL SELF-CONCEPT OF A PERSON WITH NON-HETEROSEXUAL SEXUAL ORIENTATION

The purpose of the work: to explore the characteristics of the self-concept of a person with a homosexual identity.
 Methods and methodology of the work. Both qualitative and quantitative research methods were used for the purposes of the study, i.e., observation, conversation, projective techniques, testing. Data processing was carried out in Exsel and AtteStat. The study involved 32 respondents, 11 of whom identified themselves as women in a male body, 21 – as men being sexually attracted only to representatives of their own sex. The average age of the participants was 24.7.
 Results of the study. All participants in the study have difficulty in establishing social contacts, having a conflicting self-concept, which they consider real, as well as a disharmonious ideal self-concept due to an unstable self-esteem and ambivalent or negative self-attitude. They gravitate towards co-dependent relationships, they have failed to resolve interpersonal conflicts, which are primarily associated with their parents and close relatives. Both the psychological self-concept and the body image are conditioned by the respondents’ dependence on the opinions of others, which prevents them from accepting their own personality, being different from the overwhelming majority due to the sexual orientation, which is still stigmatized in society.
 Practical implications. The results of the study might be useful in practice, helping to select the appropriate tools, to identify the nature of intrapsychic and interpersonal conflicts, to carry out consultative, psychocorrectional and psychotherapeutic work aimed at helping to accept one’s own psychological and physical self-concept.

Linking self-congruence and functional congruence to mobile health apps

PurposeConsumers often start using mobile health apps but quit using them after a brief period of time. However, app providers can only ensure their long-term existence in the market if their app is used a long period, so that they can thus generate long-term revenue from advertising, subscriptions and sponsorships. Therefore, this study aims to gain a deeper understanding of the determinants of consumers’ continuous usage intention.Design/methodology/approachBased on a sample of 274 current mobile health app users, this study tests whether ideal self-congruence and/or functional congruence strengthens consumers’ continuous usage intention.FindingsThe results reveal that ideal self-congruence and functional congruence positively affect consumers’ continuous usage intention. Furthermore, an initial favorable attitude toward a mobile health app (i.e. ideal self-congruence) leads to a more favorable evaluation of the functional attributes of the app regardless of consumers’ objective evaluation of these attributes.Practical implicationsProviders should specifically take consumers’ ideal self-concept into consideration to increase consumers’ continuous usage intention of mobile health apps. Matching consumers’ ideal self-concept further leads consumers to a more favorable evaluation of the functional attributes of mobile health apps.Originality/valueOnly a few studies have examined factors influencing the continuous usage intention of mobile health apps; moreover, these studies have largely neglected the symbolic dimension of consumption behavior. Therefore, this study introduces congruence theory into the context of mobile health apps to provide a holistic view of the influence of the symbolic (i.e. ideal self-congruence) and utilitarian (i.e. functional congruence) dimensions on mobile health app consumption.

THE ROLE OF SELF CONCEPT TO ENCOURAGE IPHONE USERS’ LOYALTY

Product and brand competition reach the smartphone industries by emphasizing satisfaction and loyalty to the brand. Iphone as a one of prestigious brand has a intense relationship with the consumer's image on themselves, which is known as the self-concept and then can be able to provide consumer loyalty to the brand. The purpose of this research is to explain empirically about 1) The effect of actual and ideal self-concept on the loyalty of iPhone users. The research sample was 100. The sample was taken using a non-probability sampling method with a purposive sampling technique. The selected respondents are Iphone users in Malang City who make personal purchasing decisions with a minimum of one year of use. Hypothesis testing was carried out using Partial Least Square (PLS) analysis. The results are actual and ideal self-concept provide the loyalty of iPhone users in the city of Malang. The actual and ideal self-concepts have a positive and significant influence on the loyalty of iPhone users.Product and brand competition reach the smartphone industries by emphasizing satisfaction and loyalty to the brand. Iphone as a one of prestigious brand has a intense relationship with the consumer's image on themselves, which is known as the self-concept and then can be able to provide consumer loyalty to the brand. The purpose of this research is to explain empirically about 1) The effect of actual and ideal self-concept on the loyalty of iPhone users. The research sample was 100. The sample was taken using a non-probability sampling method with a purposive sampling technique. The selected respondents are Iphone users in Malang City who make personal purchasing decisions with a minimum of one year of use. Hypothesis testing was carried out using Partial Least Square (PLS) analysis. The results are actual and ideal self-concept provide the loyalty of iPhone users in the city of Malang. The actual and ideal self-concepts have a positive and significant influence on the loyalty of iPhone users.

DR. JEKYLL DAN MR. HYDE: SEBUAH PENGGAMBARAN DUALISME NALURI KEHIDUPAN DAN KEMATIAN

According to Freud, the life instinct (Eros) and the death instinct (Thanatos) can be compatible despite the fact that the life instinct was purposedly to maintain the continuity of life while the death instinct aims to dispel the life. The purpose of this study is to elaborate the concept of dualism between the life and death instincts in R.L. Stevenson’s The Strange Case of Dr. Jekyll and Mr. Hyde. The researcher used qualitative research methods to process and analyze the data. The result of this study found that the main character Henry Jekyll had behaviors which contradict the Victorian norms that made he thought he had dualism within. Jekyll did action to separate the bad sides of him by the chemical practices. The fact that both life and death instincts worked collectively made Jekyll’s plans cannot reach its goals. The madness due to the ideal self-concept which had a tendency towards narcissistic pathology was finally destroyed as a result of colliding with reality. This situation resulted Henry Jekyll lost the meaning of his life as the symbol of psychical death, which at the end of the story, it continued with real death of Jekyll's body.

Sexy-Clothing Behavior of High School Girls: Sexual Self-Congruity and Parental and Popular Girls’ Influences

The present study focused on the sexy-clothing behavior of high school girls. Specifically, we examined whether high school girls wear sexy clothes to express their actual sexual self-concepts and achieve their ideal sexual self-concepts and whether parents and popular girls influence those behaviors. The results, obtained by applying structural equation modeling to analyze the data collected from 384 ninth-grade girls, imply that such girls wear sexy clothes to convey their actual sexual self-concepts and achieve their ideal sexual self-concepts. The girls’ perceptions of parents’ sexy-clothing approval and of popular girls’ sexy-clothing wearing behavior influence the high school girls’ sexy-clothing wearing behavior. Parents significantly influence high school girls’ tendencies to wear sexy clothes to express their actual sexual self-concepts. Popular girls’ sexy-clothing wearing behavior influences high school girls’ tendencies to wear sexy clothes to achieve their ideal sexual self-concepts. Implications of the findings are discussed.

Symbolic Product Superiority in the Neural Salience of Compensatory Consumption Behavior.

To cope with self-threat being induced by personal setbacks in daily life, compensatory consumption, especially on symbolic product, has been found to do valuable help to resolve discrepancies between ideal and actual self-concept. Conforming to symbolic self-completion theory, the current study adopted event-related potentials to explore the objective information processing stages in self-concept-impaired status (the defeat group) on a neural level. The behavioral results replicated previous findings that the defeat group gained stronger purchase intention for symbolic products than utilitarian products. The electrophysiological data demonstrated that perceptual difficulties for products in preliminary stage (N1) were steady among conditions, and after that, information processing separation emerged. In contrast to the individuals with a draw experience, those with a defeat experience raised highly focused attention (P2) and eager expectation (N2) for products, especially for symbolic ones. Meanwhile, symbolic (vs. utilitarian) products also evoked a higher emotional arousal level and slowed the diminishment of involved attentional resource (late positive potential) at late cognitive processing stage. Taken together, the sequential integration of multiple neural indicators contributes to elucidating the processing stages of compensatory consumption behavior.

Ideal Self-Concept Factors influencing on Emotional Intelligence among School Teachers and Nurses

Ideal Self-Concept Factors influencing on Emotional Intelligence among School Teachers and Nurses

Fashion Brand Love: Application of a Cognition–Affect–Conation Model

A large numbers of studies have supported the crucial role of brand love in consumer–brand relationships; however, research that examines fashion brand love and its relationship with cognitive aspects and self-concept congruency remains limited. Therefore, the purpose of this study was to identify important factors that are associated with fashion brand love. A questionnaire in which participants provided self-reported responses was created to measure the constructs and structural equation modeling (SEM) and independent sample t-tests were conducted to test the hypothesized relationships. Our results indicated that consumers who know more about fashion brands are more likely to have stronger emotional attachment to their favorite fashion brand and brand love, in turn, has a significant effect on performing brand-loyal behaviors. Furthermore, our results demonstrated that fashion brand love is strongly associated with actual and ideal self-congruity. These findings suggest that it is important for fashion brands to focus on developing affective relationships with consumers to gain brand loyalty and one way to achieve this goal is to enhance brand awareness or knowledge among consumers. Fashion brands also need to invest in activities that aim to deliver a brand image congruent with actual and ideal self-concepts of the target market.

Fashion self-concept and Fashion involvement: A mediation model

Single item fashion self-concept measures are useful in forecasting clothing expenditure. Actual fashion self-concept explains more variation than ideal fashion self-concept. Self-concept measures were mediated by the fashion involvement index in explaining their relationship with clothing expenditures. The short five item fashion involvement index has echoed its utility in fashion research in Indian context as well. A self-reported pen and paper survey amongst 159 respondents was conducted in a mega-city of India. The model was assessed for mediation relationships using Amos.

Influence of Congruency between Ideal Self and Brand Image on Sustainable Happiness

Building on the Sustainable Happiness Model, this study examines how congruency between ideal self-concepts and brand image influences a sense of happiness. The findings show that when the ideal self-image and the ideal social self-image are congruent with brand image, a sense of happiness can be enhanced through brand identification and positive emotions. An additional two-mediation analysis confirms that there are full mediation effects of brand identification and positive emotions between ideal self/ideal social self-brand congruency and happiness. This study contributes to the literature as it reveals the mechanism of how congruency between ideal self-concepts and brand image positively affects happiness. In addition, this study also provides useful insights for business practitioners as previous studies suggest that enhancing consumer well-being helps increase firms’ long-term sustainability in many ways.

The role of temporal focus and self-congruence on consumer preference and willingness to pay

PurposeThe study aims to investigate the psychological mechanism that motivates consumers to pay more for a preferred brand that reflects their actual or ideal self-concept, by examining the shift in attention between consumer’s present, future, and past moments.Design/methodology/approachFirst, in a survey setting, the study identifies the relationship between temporal focus and self-congruence. Subsequently, we conduct three experiments to capture the effects of temporal focus on brand preference and willingness to pay (WTP). In these experiments, we manipulate consumers’ self-congruence and temporal focus.FindingsThe findings show that consumers with a present focus (distant future and distant past foci) tend to evaluate a brand more preferably when the brand serves to reflect their actual (ideal) selves. However, in the absence of present focus consumers’ WTP is more for a brand that reflects their ideal selves.Research limitations/implicationsThe study does not have an actual measure on consumers’ WTP; instead we use single-item measure.Practical implicationsThis study sheds new light on branding strategy. The results suggest that authentic and aspirational branding strategies are relevant to publicly consumed products. Brand managers could incorporate consumers’ temporal focus into branding strategy that could significantly influence consumer preference and WTP for their brands.Originality/valueThis study expands our understanding of brand usage imagery congruity by showing that temporal focus is an important determinant of self-congruence. In this regard, this study empirically investigates the relationship of temporal focus, self-congruence, brand preference, and WTP. It further reveals that mere brand preference does not necessarily lead consumers to pay more for symbolic brands.

The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook

This research examines the effect of brand personality self-congruity (BPC) on brand engagement and purchase intention on Facebook, while investigating how self-esteem moderates the relationship between BPC and brand engagement and purchase intention. Data from 301 Facebook users who clicked “like” for a brand were analyzed using factor analysis, structural equation modeling, and multi-group analysis. BPC showed a significant, positive influence on brand engagement and purchase intention. Also, it was found that brand engagement positively associated with purchase intention. Brand engagement partially mediated the relationship between BPC and purchase intention. BPC showed a conditional indirect effect on purchase intention via brand engagement depending on the level of self-esteem. Specifically, participants with lower self-esteem compared to those with higher self-esteem were more likely to seek brands that may help realize ideal self-concepts. Theoretical and practical implications for advertisers are discussed, as well as suggestions for future research in this area.

The Influence of Self-Congruity on Purchase Intention for Cosmetic Merchandises

Self-congruity theory and purchase intention behavior are a unique combination to better understand the behavior displayed while buying cosmetic merchandises. The article is determined to discuss the effect of self-congruity on purchase intention. Self-congruity theory has been apply extensively in several studied; yet, the attention on cosmetic merchandises is quite limited. As there are four self-concepts that will reveal and predict consumer behavior in purchasing cosmetic merchandise. The four self-concept are actual self-concept, ideal self-concept, social self-concept, ideal social self-concept. Personal self-images that are congruent with product images are usually link with self-congruity. Meanwhile, purchase intention is the degree of possibility to purchase merchandise by consumers. Therefore it is interesting to examine the effect of self-congruity on purchase intention for cosmetic merchandises.

The Influence of Actual and Ideal Self-Congruity on Consumers' Purchase Intentions

During the course of consumer behaviour research an augmented focus pertaining to consumer brand selection and the reason/s why consumers purchase a particular brand became evident. Research postulates that consumers tend to purchase brands that have personality attributes that closely correspond to their actual self-concept and enhance their self-image, thereby bringing them closer to their ideal self-concept. Self-congruity is of paramount importance to marketing for the reason that most of the products consumers purchase are influenced by the images consumers have about themselves. According to Sirgy in 1982, self-congruity defines the procedure in which consumers match their own self-concept with the imageries of a particular brand (as cited in Sohn & Yuan, 2011). In this era of hyper competition in the marketplace, it is imperative that marketers establish and preserve an enduring, mutually beneficial relationship between their brands and their target markets in order for their companies’ growth and survival. This article aims to assess the influence that actual and ideal self-congruity have on consumers’ purchase intentions with reference to the clothing and mobile phone brands that are purchased by consumers. This study was undertaken in EThekwini (Durban), South Africa and was conducted within a Public Tertiary Institution comprising of postgraduate and undergraduate students from three colleges. The institution comprised of thirteen Schools which participated in this study. A sample of 385 respondents was drawn using simple random sampling with a 100% response rate from respondents. Since students represent a lucrative market segment for marketing managers to penetrate, a survey was undertaken in order to unearth whether there exists a congruous relationship between the self-concept of students and the personality attributes of the brands they purchase; and to determine the impact that this relationship has regarding students’ brand preference, customer-brand satisfaction and brand loyalty on students’ purchase intentions. Data for the sample was collected using a self-developed, precoded questionnaire whose psychometric properties were statistically determined. Data was analyzed using descriptive and inferential statistics. The results indicate that actual and ideal self-congruity does influence purchase intentions significantly and there exists a positive relationship among students’ actual and ideal self-congruity, brand preference, customer-brand satisfaction and brand loyalty. Consumers tend to base brand choices for clothing and mobile phones very closely to their perceptions of their actual and ideal self-concepts thus this becomes important for marketers to monitor and target in order to better influence future purchase intentions of these consumers. Based on the results of the study recommendations have been made to better understand consumers and their actual and ideal selves more critically with a view to servicing them more efficiently. The results, thus enable marketing managers to improve brand loyalty, brand preference and customer-brand satisfaction among consumers; and gain insight into consumers’ actual and ideal self-congruity.

The Influence of Actual and Ideal Self-Congruity on Consumers’ Purchase Intentions

During the course of consumer behaviour research an augmented focus pertaining to consumer brand selection and the reason/s why consumers purchase a particular brand became evident. Research postulates that consumers tend to purchase brands that have personality attributes that closely correspond to their actual self-concept and enhance their self-image, thereby bringing them closer to their ideal self-concept. Self-congruity is of paramount importance to marketing for the reason that most of the products consumers purchase are influenced by the images consumers have about themselves. According to Sirgy in 1982, self-congruity defines the procedure in which consumers match their own self-concept with the imageries of a particular brand (as cited in Sohn & Yuan, 2011). In this era of hyper competition in the marketplace, it is imperative that marketers establish and preserve an enduring, mutually beneficial relationship between their brands and their target markets in order for their companies’ growth and survival. This article aims to assess the influence that actual and ideal self-congruity have on consumers’ purchase intentions with reference to the clothing and mobile phone brands that are purchased by consumers. This study was undertaken in EThekwini (Durban), South Africa and was conducted within a Public Tertiary Institution comprising of postgraduate and undergraduate students from three colleges. The institution comprised of thirteen Schools which participated in this study. A sample of 385 respondents was drawn using simple random sampling with a 100% response rate from respondents. Since students represent a lucrative market segment for marketing managers to penetrate, a survey was undertaken in order to unearth whether there exists a congruous relationship between the self-concept of students and the personality attributes of the brands they purchase; and to determine the impact that this relationship has regarding students’ brand preference, customer-brand satisfaction and brand loyalty on students’ purchase intentions. Data for the sample was collected using a self-developed, precoded questionnaire whose psychometric properties were statistically determined. Data was analyzed using descriptive and inferential statistics. The results indicate that actual and ideal self-congruity does influence purchase intentions significantly and there exists a positive relationship among students’ actual and ideal self-congruity, brand preference, customer-brand satisfaction and brand loyalty. Consumers tend to base brand choices for clothing and mobile phones very closely to their perceptions of their actual and ideal self-concepts thus this becomes important for marketers to monitor and target in order to better influence future purchase intentions of these consumers. Based on the results of the study recommendations have been made to better understand consumers and their actual and ideal selves more critically with a view to servicing them more efficiently. The results, thus enable marketing managers to improve brand loyalty, brand preference and customer-brand satisfaction among consumers; and gain insight into consumers’ actual and ideal self-congruity.