The importance of understanding the consumers’ extended self and how it changes under the influence of digital technologies

IF 0.2 0 ART
Sladjana Starcevic
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Abstract

Extended self is an important psychological-marketing construct that explains the relation between a consumer?s self-concept and possessions, i.e. the importance consumers ascribe to possessions in their lives. Extended self does not comprise of material goods solely, but rather an individual?s body, their internal processes, ideas, locations, experiences, and other persons. Although this topic is of high importance for understanding the consumers? behaviour, it has not been covered in the domestic scientific literature. The aim of this paper is to critically analyse the concept of extended self and to unite the newer studies with studies that had been carried out before digital technologies were used intensively. Meta-analysis was used as a main method of research, for the purpose of integrating the findings of a large number of individual studies and making an objective synthesis of the results. The analysis has shown that the extended self consists of several layers, hierarchy of which differing between individuals, depending on the importance ascribed to certain forms of possessions. During a lifetime, the construct of extended self changes. Besides the individual self-concept, it is important to observe the group extended self. The introduction of digital technologies has significantly modified the construct of consumers? extended self. It has been influenced by dematerialisation of goods, mass communication and information sharing with many people, and with the possibility of completely masking one?s personal identity online. A good knowledge of the extended self can significantly help marketing researchers to conduct more detailed quantitative and qualitative research of the consumer?s behavior, which is the core value of this paper.
理解消费者延展自我的重要性,以及它在数字技术的影响下如何变化
延伸自我是一种重要的心理营销结构,它解释了消费者与消费者之间的关系。S自我概念和财产,即消费者认为财产在他们生活中的重要性。延伸的自我不仅包括物质财富,还包括一个个体。他们的身体,他们的内部过程,想法,地点,经验,和其他人。虽然这个话题对了解消费者非常重要?在国内科学文献中还没有涉及到行为。本文的目的是批判性地分析扩展自我的概念,并将更新的研究与在数字技术被广泛使用之前进行的研究结合起来。meta分析是研究的主要方法,目的是整合大量个体研究的结果,并对结果进行客观综合。分析表明,扩展自我由几个层次组成,其层次在个体之间是不同的,这取决于赋予某些形式的财产的重要性。在人的一生中,扩展自我的结构会发生变化。除了个体的自我概念外,观察群体的延伸自我也很重要。数字技术的引入极大地改变了消费者的结构。扩展的自我。它受到商品非物质化、大众传播和与许多人共享信息以及完全掩盖一个人的可能性的影响。网上的个人身份。对延伸自我的良好认识可以极大地帮助营销研究者对消费者进行更详细的定量和定性研究。S行为,这是本文的核心价值。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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