a) Organized Self-Concept: All individuals have varying views about themselves. Individuals may perceive themselves to be calm, kind, rude, patient, or selfish. It does not matter the perception an individual has about oneself. However, the perception that drives all such insights is termed as organized self-concept. When one believes in something that aligns with the self-concept, an individual abides by the view and does not agree to change. Moreover, even if one does, it takes place after a prolonged duration.
b) Learned Self-Concept: This theory believes that self-concept is learned and not inherent. It develops gradually with growing age. Learned self-concept is developed through socializing and people interactions. An individual shapes or alters the self-concept based on their experiences. Individuals may possess a self-concept distinct from others as compared to what others perceive about them.
c) Dynamic Self-Concept: Oneâ€™s self-concept does not remain constant and changes according to the instances that take place in oneâ€™s life. As per the different circumstances and challenges in life, individual insights keep on changing. Observations imply that self-concept develops continually. In addition, individuals leave the things that contradict their self-concept and hold on to the things that build favorable perceptions.
Role of Personality and Self-Concept in Marketing
Various theories of personality and self-concept enable:
i) To study, connect, and engage with customers online and offline across various channels.
ii) To extract and evaluate data about personality and the linked attitudes.
iii) To design digitized customer-specific segmentation personas.
iv) To devise a varying range of tailor-made communication frameworks/approaches for distinct personality types.
v) To strategize and create content that is engaging for all personality types.
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