The paper "Self-Concept and Advertising, Dove Beauty Campaign" is a great example of a marketing case study. Self-concept is the belief about oneself. The previous perceptions that people have concerning themselves have a major impact in defining their current self-concept. According to self-appraisal theory, people tend to maintain their positive self-evaluation by distancing themselves with negative perceptions. These aspects have been playing a significant role in defining the consumer behavior of the market. For instance, consumers tend to associate themselves with products that meet their self-concept. This forms a consumer culture which must be taken into consideration when advertising a product in the market.
The consumer culture has been on the rise due to increased self-evaluation by the customers. This has led to the creation of the ritual, symbolic and ideological meaning of consumption. There is a relationship between consumer behavior and consumer culture theory. The emergence of consumer culture has resulted in synchronization of attitudes among different societies. Consumption of culture-free products is increasingly becoming acceptable. Previously, geographic proximity has a direct relationship with the transmission of culture. The modern globalized society is experiencing and intensified intercultural exchange of tastes and preferences that are shaping cosmopolitan perceptions.
The emerging culture permeates national borders and culture. The emerging global consumer culture resulting from self-concept is pushing people to live under a single system. There exist variations between exposure to global flows and the extent to which people identify themselves with the mainstream global trends. Bicultural identities have been formed through globalization. One aspect of the emerging culture is a robust connection with the traditional culture while the other is linked to the emerging global consumer culture.
The global consumer culture has caused an enormous impact in cosmopolitan regions. Globalization has led to the need for marketers to standardize, localize or use hybrid strategies while promoting products and services (Breckenridge 2002). The differences between local and international markets are becoming minimal and the global culture continues to harmonize consumer expectations. Self-concept is increasingly being perceived as social behavior and a cultural complex (Merz et al 2008). Consumption is a complex social function that goes beyond mere purchases. Therefore, consumption is affected by stimulus.
The subculture of the consumers’ social ecosystem plays a central role in the process (Breckenridge 2002). The world appears to be turning into one enormous McDonalds dominated by multinationals, brands and nationalism. New local cultures are being created while traditional cultures are getting discarded (Mooij 2004). The unprecedented global and cultural transformations have started a new phase of expansion in which cosmopolitan culture is driven from a unified front (Breckenridge 2002). Cross-cultural connections are affordable and national limitations in terms of consumer preferences appear to be increasingly becoming minimal (Agrawal 2008). This has led to a level of global integration in terms of perceptions, preferences and consumer tastes.
The flow of commodities has been on the rise and countries have been forced to depend on each other for food and essential commodities. This has led to a dramatic increase in the manufactured good (Breckenridge 2002). Consumption of well designed in foreign markets is becoming acceptable even in the most conservative societies. The threat to the existence of traditions has been realized through an increase in consumption of European and American goods (Merz et al 2008).
Local cultures and economic autonomy is increasingly becoming lost. The most populous nations are going through cultural and consumer revolutions. A compelling example is China.
Agrawal, U. (2008). Globalisation, poverty and culture. New Delhi, India: Rajat Publications.
Breckenridge, C. A. (2002). Cosmopolitanism. Durham [N.C.: Duke University Press.
Merz, M. A., He, Y., & Alden, D. L. (2008). A categorization approach to analyzing the global consumer culture debate. International Marketing Review, 12(1), 14-17.
Mooij, M. K. (2004). Consumer behavior and culture: Consequences for global marketing and advertising. Thousand Oaks, Calif: Sage Publications.
Wheeler, D. A. (2009). The effectiveness of the Dove Evolution film as a one-shot media literacy treatment. Orlando, Fla: University of Central Florida.