Contemporary Consumer Behaviour and Personal Identity

The article discusses the evolution of consumer buying behaviour and consumption in contemporary times. It explores various theories such as the Source Credibility Model, Social Identity Theory, and Self-Image Congruence model to understand how personal identity influences consumer behaviour. The article provides examples of how personal identity influences the purchase of products such as the Gopro hero 7 camera, Vespa Primevera scooter, and stand up paddle boat. It also discusses how societal consumption patterns influence consumer behaviour.

Running head: CONTEMPORARY CONSUMER
Contemporary consumer
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1CONTEMPORARY CONSUMER
The nature of consumer buying behaviour and consumption have evolved
dramatically over the period. With the popularity of internet and advancement of technology
the nature of consumption has changed significantly (Lim and Ting 2014). Henceforth,
marketers apply the contemporary consumer behaviour theories in order to understand and
enhance the decision making of consumers in contemporary markets. In contemporary time,
marketers tend to attract consumers depending upon their personal identity and things with
which they identify their characteristics. There are many theories discussing about the
prompters of identity based behaviour of consumers. The identity of an individual drives the
consumer behaviour and decision-making pattern (Khare 2014). Therefore, highlighting the
fact that consumers tend to purchase those products, labels and brands with which they
identify.
I have a keen liking towards activities that involve outdoor physical activities such as
travelling, hiking, skiing and many more. Therefore, I tend to have a personality that seek for
adventurous and exciting outings. Now, it has been observed that the materialistic
possessions that we acquire in our life reflects the personality and identity of our own
character (Belk 1988). Henceforth, the products that we purchase can be interpreted as
possessions of individuals. These purchases are triggered from the self-identity of one’s own
personality. For instance, the above mentioned factor clearly states that I possess a
personality that seek for adventures. This trait or personality of mine influences my buying
behaviour and ultimately my buying decision. Henceforth, my purchased item such as the
Gopro hero 7 camera reflects the identity that I possess. The camera that I own is highly
versatile that captures fast paced action and high motion images with ease. It is a perfect
product for those that seek to go out and have an adventurous travelling experience.
In addition to this, the Source Credibility Model states that the attitude of an
individual’s buying decision is influenced heavily by the reliable source from which the

2CONTEMPORARY CONSUMER
information regarding the product is gathered (Ayeh 2015). Consumers tend to rely on a
reliable source of information before making the decision of buying a desired product. In
contemporary time consumers majorly rely on digital media for a credible source of
information before making the decision of buying a product. The quality of information that
are available on the official website of the product can influence the attitude of utilising those
information for making a purchase decision. Similarly, the decision of buying the Gopro hero
7 camera for my personal use was heavily influenced by sources of credible information that
I gathered from the official website along from the majority of reviews that I gathered before
purchasing the item.
The contemporary consumer behaviourism have evolved and consumers these days
purchase not merely for satiating the basic needs, instead, for suffcing their desires for the
purpose of making statement on others. According to Sowden and Grimmer (2013), the
Social Identity Theory states that the process of symbolic consumption determines products
as tools that helps in creating and enhancing the consumer’s identity. Henceforth, a close
relationship can be established between the two domains of consumption and identity.
Similarly, my purchase of the item such as Vespa Primevera scooter reflects the personal
identity that I possess in me. Companies tend to adapt to this change among consumers and
use brands as the significant symbolic consumption resource for the establishment of
consumers identity (Elliott and Wattanasuwan 1998). In context to this theory, Vespa has
utilised its brand in establishing an identity of being fun loving and free spirited individuals.
Henceforth, the particular brand influence those individuals that have a personal identity of
being free spirited and fun loving person.
In addition to this, the modern consumer pattern with the help of advancement in
technology has changed the course of consumer buying behaviour and consumer decision
making as well. The impact has been felt upon consumer’s perception of a product and how

3CONTEMPORARY CONSUMER
they co-relate that perception with their own self-image. According to Claiborne and Sirgy
(2015), the Self-Image Congruence model states that consumers tend to buy those products
that resembles with their self-image or personality. The theory further explores the pattern of
consumer behaviour and proposes that individuals purchase products not just for their
functional usage but also for the symbolic meanings that the product resembles. For instance,
being a nature lover and a keen enthusiast of outdoor activities I tend to get attracted towards
those products that resembles with this identity of mine. I aspire to buy products that satiates
my self-image and thus, I intend to purchase those products that satiates and resembles my
identity. A stand up paddle boat is one of the products that clearly reflects the kind of
individual I am. This product specifically attracts those consumers those are fond of
performing adventurous outdoor activity such as surfing. The product clearly resembles the
identity or personality that I possess in me.
The theories of personal identity in relation to the consumption pattern of individuals
have been established and analysed in modern time in a significant way. It has been observed
that consumers in contemporary time tend to choose their identity depending upon their
activities of consumption as well (Maden and Köker 2013). Individuals tend to be influenced
by the consumption pattern of a much larger context such as society and their trending
consumption activities. Henceforth, consumers buying behaviour can be influenced
furthermore with the larger context of society and their identity. For instance, the trending
product item such as a drone camera has put a majority influence over the society and have
given rise to a new identity and need. Therefore, consumers are influenced by this societal
consumption pattern and tend to reconstruct their identity depending upon the consuming
activity of society (Rani 2014).
Henceforth, from the above discussion I believe that in contemporary time, consumer
pattern is heavily influenced by one’s personal identity. The traditional pattern of buying

4CONTEMPORARY CONSUMER
behaviour has evolved further, giving rise to a new pattern of buying behaviour. The
consumer behaviour is not restricted to satisfy the need of the consumers instead have a much
broader context (Higson 2014). Products that tend to resemble the personal identity of an
individual have greater scope of selling than those products that just satiates the basic
consumer need.

5CONTEMPORARY CONSUMER
References
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6CONTEMPORARY CONSUMER
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