Self Perception Term Paper

[Self Perception is a process by which individuals organize and interpret their sensory impression in order to give meaning to the environment. However, what one perceives can be substantially different from the reality. People hold their own beliefs about their attributes which we can see in their daily behavior. Marketer establishes the congruency to drag the attention by influencing the self of consumer by defining the same attributes in their product.Consequently, this paper attempts to analysis self perception and its impact on defining product attributes and also examine thecong r ue nce between self perception and product attribute.

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Introduction

It is apparent to think that each individual has a self; each human life is unique rather than a part

of a group. This concept was observed by psychologist in late medieval times between eleventh and fifteenth centuries. They define self as an agent, the knower and the ultimate locus of personal identity. (John Perry, June 23 1995) Similarly, religion define self as eternal called ³atma´ which unique and pure. Furthermore, the emphasis on the unique nature of the self is much greater in western societies. Whereas the eastern culture stress the importance of collective self, where a person derives his or her self from the large social group. Non-western cultures, in contrast, tend to focus on an interdependent self in which one¶s indentify is largely defined by the relationship one has with others.

Perception of human being is defined as the process by which an individual selects organizers and interprets stimuli into a meaningful and coherent picture of the world. Two individuals may be subject to the same stimuli under the same apparent conditions but how each person recognizes them, selects them, organizes them and interprets them in a highly individual process based on each