Satisfy Each Customer’s Self-Concept

When a shopper considers making a purchase that is more than habitual, they weigh the amount of risk involved. All shoppers seek some risk, and all shoppers have limits on the types and amounts of risk they’ll accept. Consumer psychologists have identified different sorts of risks, such as financial (“Will I get my money’s worth?”) and physical (“How safe is this product to use?”).
     One other type is self-concept risk. This is the chance taken by the shopper that the purchase of the product or service will threaten the image that shopper wants to maintain of themselves. Is purchase of a Casio watch compatible with the self-image of luxury living? If the flag-waving guy from Nebraska buys a Hummer automobile in this era of petroleum politics, can he still consider himself to be patriotic?
     Shoppers are fairly skilled at manipulating in their minds the self-concept meanings of items they want to buy. For instance, researchers at University of Innsbruck in Austria, University of Wisconsin-Madison, and York University in Toronto found that in fact, owners of Hummers viewed themselves as defending the American ideals of the rugged individual exploring the boundless frontier.
     Still, you can help reduce self-concept risk and increase sales by showing how purchase of the item and shopping at your store is consistent with the shopper’s values. Different cultures have different values, so assess which patterns fit your target markets. Once you’re aware of that, use the appropriate sets of values words in your advertising, signage, and personal selling. Researchers at University of Oregon, Culverhouse College of Commerce, and California State University-Long Beach identify nine sets. Here are the names I use, based on their research findings:

• Fun
• Excitement
• Security
• Accomplishment
• Self-fulfillment
• Self-respect
• Respect from others
• Belonging
• Warm relationships