February 23, 2024

What is the Marketing Term for How Consumers Perceive Theirself?

Consumer perception can be difficult to understand, especially since it is subjective and varies from buyer to buyer. However, understanding this process is essential to your business’s success because it determines how customers interact with your brand. This includes the products and services your company provides, pricing, reviews, customer service, and more. In fact, a single negative perception can lead to churn and the loss of a customer.

The marketing term for how consumers perceive themselves is self-image congruity. This theory states that individuals purchase and display brands that match the images they hold of themselves. This creates a connection and allows the consumer to further identify themselves with the brand. For example, if someone holds themselves as a sophisticated individual, they may select high-end clothing and luxury brands. Similarly, people who see themselves as being practical and utilitarian will select brands that convey this image.

Ethnocentricity is the tendency of consumers to make decisions based on their culture or country of origin. These decisions can be based on product performance, brand, or price, and are heuristic in nature. Consumers may also select a brand because it represents a particular culture and country of origin in order to maintain an identity with their cultural heritage.

A type of cognitive dissonance, consumer remorse refers to the discomfort a consumer feels after making a purchasing decision. Consumers often experience this feeling after purchasing a product that doesn’t align with their values or beliefs.

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