A Wren Says

I went clothes shopping the other day. I had this vision in my head of what I wanted to buy: a look that was my pulled together, one that told the world that I was confident and capable. If someone had asked me who I was shopping for, I likely would have said, “Myself,” but the question is which one?

As I was taking the LinkedIn learning course, “Marketing Foundations: Consumer Behavior,” I was exposed the self-concept. This is collection of ideas and feelings we have about ourselves. In theory we have three selves.

1. Our real image: This is how others view us.
2. Our self-image: This is how we view ourselves, regardless what the opinions of others are.
3. Our possible self: This is the person we envision becoming, in an ideal world.

Though the clothes would have been going on to my body, I was actually catering to my real image, or trying to find ways that I could shift how others viewed me. I was also buying for an aspirational self I was trying to become, the person who is pulled together and has organizational skills.

As a marketer, it is important you keep this idea of self-concept in mind as you create your campaigns or determine how to allot your resources.  When you craft your messaging, know what your appeal is to customers. Rarely do we buy products for products’ sake; we buy things to align with the story we tell ourselves. How can you connect with your customers in this way?

And as you decide to go shopping for yourself, you should still think about who that might be. Whenever you make purchases for yourself, you are affirming one of those selves. Take some time to consider what/who you are really shopping for to make sure you end up with a purchase that really satisfies your needs.