March 02, 2013
Shaping Self Identity
Self-identity is the way in which we define ourselves and develop who we are. Self-identity is defined as the quality that makes a person or thing different from any other (Merriam-Webster Learner’s Dictionary, 2013, p. 1). Self-identity is also referred to as individuality, uniqueness, personality, and even originality. Social surroundings also known as social environment contains the primary presence of other persons that could have an impact on the individual person’s behavior. Or self-identity as much as we may not want to admit it is made up from the environment that we are placed in as well as the people that we allow to play any role in our lives (Wissen, n.d., p. 1). There are also concepts that play a large part in the development of our self-identity three of these concepts we will speak of in this paper are concept the spotlight effect, the development of our social selves, and our possible selves. Social surroundings offer added depth to a situation and deal mainly with the existence of other persons that might have an effect on the individual person’s behavior. Their characteristics, their apparent roles, and interpersonal interactions occurring are situational factors frequently influencing an individual's behavior. The behavior that results depends on the combined effects of the situation, the consumer, and the product, not just the situation by itself (Wissen, n.d., p. 1). Social influence has great force acting on people's behavior since individuals have a tendency to conform to what a group expects of them, especially when the behavior is visible. For example, bargain hunting, an extremely visible activity, and the use of many widely consumed brands are subject to social influences. Because of this it has been determined that social motives are an important part of shopping including bargain shopping. The concept of our possible selves...