Faculty of Business Environment and Society Essay - 9

Faculty of Business Environment and Society - Essay Example This level implies a situation whereby a consumer’s personal definition is influenced by many personal possessions. Some of the possession include clothing, cars, jewellery and others. In this case, the clothes, cars and jewellery one uses are a reflection of their own identity. This is the second part of the extended self and involves a consumer’s possession which are regarded as belonging to the family and therefore, they are taken as symbolic of the entire family. Such possession include furnishings and the residence. In this case, this extended self-concept holds that the home we live in is a huge indicator of who we are. This level explains the extended self in terms of the large society in which a consumer lives in. As such, consumers in this case identify themselves with the town, locality or neighbourhood they live in. this level if very important to residents who relate closely in a community such as farm families. This level seeks to explain he association of a consumer with a particular social groupings. In this case, a consumer seeks an attachment to a group as it is viewed as part of their social groups. As such, such social aspects as sport teams, church associations or landmarks form part of that consumer’s extended self. There are a number of theories that try to explain the link between consumer buying behaviour and the concept of extended self. Such theories concentrate on personality and behaviour of the consumer in order to understand their motivation in making consumption decisions. Some of the theories of consumer behaviour theories include the following. This theory forms a framework for explaining why some consumers choose to buy the products they use. The notion is that the consumption behaviour is not a mystery. According to Kotler (2005), this concept can be explained using a Stimulus Response Model whereby the mind is a ‘black-box’ inside the model. The