Symbolic Self - A Study of Self-Concept in University Students' Clothing Consumption Behavior

Author: Wang Li
Publisher:
Publish Date: 2006-05-01
Features:
2. The visibility of clothing symbols and its impact on self-concept and consumer behavior is pervasive, but the influence varies depending on the type of product. The communicative aspect of self-concept requires that the meaning attached to product symbols effectively conveys outward communication. Such products have a prominent feature—their usage context is external rather than private. In layman's terms, products that are easily seen by others when used are what is referred to as socially visible products. Clothing, cars, and mobile phones all belong to products with high social visibility, while undergarments, breakfast foods, and beverages are examples of products with low social visibility. This classification method is highly valuable, as it can assist businesses in product positioning and marketing. The more visible a product is, the easier it is to meet people's needs for self-concept communication. By manipulating product symbols to let others understand one's identity and attitudes, it becomes a silent form of expression. The use of low-visibility products is more personal and allows for greater freedom in expressing individual preferences. In terms of expressing self-concept, low-visibility products do not fail to reflect it; rather, they involve self-communication. Breakfast choices, for example, are based on personal preferences rather than social image. Consumption in private contexts is more direct and simple, or it better reflects actual needs. For high-visibility products, however, this is not the case. Because their use occurs in situations where others can see them, it naturally involves others' evaluations, which individuals value because they reflectively affect their psychological feelings. First and foremost is self-worth and self-esteem. Expensive goods represent the user's status and purchasing power, being associated with success, wealth, and nobility. They evoke admiration and respect from others, thereby providing the user with a sense of self-esteem and satisfaction. As a result, high-visibility products are often used to impress others. Clothing serves as an external decoration for the human body and is a product with high social visibility. It is attached to the body and directly participates in social interactions, serving as an individual's convenient tool for expression. Alternatively, even if individuals do not intentionally express anything, clothing reveals many personalized details, naturally becoming a cue for others' social perception. For this very reason, most individuals actively manipulate clothing symbols. The saying "women dress to please those they love" vividly illustrates the motivation behind dressing. The social visibility of clothing symbols not only provides a valuable starting point for psychological research on self-concept in consumer behavior but also serves as a rich resource for cultural studies, anthropology, and sociology in analyzing human behavior. No wonder some people remark that the evolution of clothing encapsulates the history of human civilization. P44-45