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

Author: Wang Li
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Publishing Date: Not available
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2. The visibility of clothing symbols and its impact on self-concept and consumer behavior is widespread, but the nature of this 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 noticeable by others when used are referred to as socially visible products. Clothing, cars, and smartphones all fall under the category of highly socially visible products, while items like underwear, breakfast food, 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 efforts. The more visible a product is, the easier it is for people to fulfill their need 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 goods do not necessarily fail to reflect it; rather, they are more about self-communication. Breakfast choices, for example, are made based on personal preferences rather than concerns about appearances. Consumption in private settings is more direct and simple, or it better reflects one's actual needs. For highly visible products, this is not the case. Because their use occurs in contexts where others can see them, it naturally involves others' evaluations, which individuals tend to value because they reflectively influence their psychological feelings. First and foremost is self-worth and self-esteem. Expensive goods represent the wearer's status and purchasing power, associating them with success, wealth, and nobility. They evoke admiration and respect from others, thereby providing the wearer with a sense of self-esteem and satisfaction. As a result, highly visible 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. Even if an individual does not intentionally communicate anything, clothing reveals many personalized details, naturally becoming a cue for others' social perception. For this reason, most individuals actively manipulate clothing symbols. The saying "A woman adorns herself for the one she loves" 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 lament that the evolution of clothing encapsulates the history of human civilization. P44-45