Consumer Behavior and Self-Marketing This paper discusses consumer behavior as influenced by self-concept, defined as the way people see themselves and the way they believe others see them, meaning that it is made up of an individual's attitudes, perceptions, and evaluations of him or herself and that this serves to shape consumer decisions and so should be kept in mind by marketers to appeal to consumers. Pages: 6 Bibliography: 6 source(s) listed Filename: 16566 self concept consumer.doc Price: 53.70