Individuals with an independent self-concept tend to be
•个人主义的 •利己主义 •自治 •独立的 •独断专行的
12.1.2拥有物与延伸的自我 Possessions and the Extended Self The extended self consists of the self plus possessions.
自我概念是由对自己的态度所构成的。
Self-concept can be divided into four parts as listed below:
Actual Self-Concept实际的自我概念
我现在是什么样？
Ideal Self-Concept理想的自我概念
我想成为什么样？
Private Self-Concept个人的自我概念
Individualsncept tend to be •服从 •以社会为中心 •注重整体 •注重协同 •关系导向
Independent SelfConcept is based on the predominant Western cultural belief that individuals are inherently separate, emphasizing personal goals, characteristics, achievements, and desires.
我如何做自己，或，我想如何做自己？
Social Self-Concept社会的自我概念
别人怎样看待我，或，我希望别人怎样看我？
Dimensions of a Consumer’s Self-Concept
我实际上如何看自己
我希望如何看自己
别人实际上如何看我
我希望别人如何看我
12.1.1依存的/独立的自我概念 Interdependent/Independent Self-Concepts
Interdependent SelfConcept is based on the common Asian cultural belief in the fundamental connectedness of human beings, emphasizing family, cultural, professional, and social relationships.
First to buy newly-introduced fruit
Enjoy shopping for fruits Enjoy talking about new fruits with friends Enjoy trying new fruits Does this sound like anyone you know?
第十二章 自我感念与生活方式 CHAPTER
12
SELFCONCEPT AND
LIFESTYLE
Consumer Behavior In The News…
What’s your fruit-specific LIFESTYLE? That’s what several international researchers wanted to know about Japanese consumers!
12.1自我概念Self-Concept
Self-Concept is defined as the totality of the individual„s thoughts and feelings having reference to him- or herself as an object.自我概念是指个人将其自我作为客观对象所具有的 所有思想和情感的总和，是个人的自我感知或情感指向。
独立型自我概念是基于占统 治地位的西方文化观念：个 人生来都是独立的。独立的 自我概念强调的是个人目标、 个性、成就和愿望。
Individuals with an independent self-concept tend to be
•Individualistic •egocentric •Autonomous •Self-Reliant, and •Self-Contained
依存型自我概念更多地基于 亚洲文化，基于这种文化的 人，信奉人们相互联系、相 互依存的信念。依存型自我 概念强调家庭、文化、职业 和社会联系。
Individuals with an interdependent selfconcept tend to be •Obedient •Sociocentric •Holistic •Connected, and •Relation oriented
延伸的自我由自我和拥有物两部分构成
People tend to define themselves in part by their possessions. 从某种意义上说，我们就是我 们所拥有的。如果丧失了那些 关键的拥有物，我们将成为不 同的或另外的个体。
Tattoos can become a part of one’s extended self
Consumer Behavior In The News…
What’s your fruit-specific LIFESTYLE? Characteristics of the creative/highly involved fruitspecific lifestyle segment.
Among their findings…
A large fruit-specific lifestyle segment called the creative/highly involved exists in Japan.
What characteristics do you think describe this segment?