Self-concept and Marketing Strategies  

作　　者：Gabriela ROZVADSKY GUGOVA 

机构地区：[1]Dubnica Institute of Technology, Dubnicanad Vaihom, Slovak Republic

出　　处：《Management Studies》2014年第4期269-276,共8页管理研究（英文版）

摘　　要：This contribution of this paper is devoted to the research results in the field of self-expression and self-image of the individual in the world of information processing and cognition. Marketing strategies help make decisions that will help us to bring the subject to market activities. The current trend is a knowledge-based society, skills, abilities, information, storage, and transmission. Our marketing strategy focuses on four key issues： production, respectively service, price, distribution channels, and advertising. It is important to know how to develop an individual＇s current self-image. Implementation strategies are then engaged in transforming decisions into concrete action, meaning, and the decision has to be taken with regard to flexibility and acceptance. The sample consists of 4,420 respondents, men and women in three age groups： 0-15 years, 16-40 years, and 41-60 years. All responded to one question, ＂Where is your center？＂ Respondents had to show on their body. The question was chosen very sensitive, not to predict the answer. Terms soul, psyche, personality would be very manipulative, and therefore were excluded. In line with expectations, the majority of respondents have shown to their head, chest, and abdomen, but were also unconventional answers, in accordance with the preferred self-image and values of the individual. Lessons from research outputs were analyzed by the following processes： general description, item-total correlation, exploratory factor analysis of individual areas, and correlation analysis of individual items. It was found that medium correlations between area of body abdomen and age to 15 years were significant. Mean item-total correlation for areas of body were： Head was 0.35 and chest 0.43, and abdomen 0.22. In the descriptive statistics it was found that most respondents preferred the chest, followed by the head and abdomen. As for the distribution of respondents into three age groups, we found differences between men and women. Next, it was analyzed the rel

关 键 词：SELF-IMAGE SELF-CONCEPT SELF-EXPRESSION SOMATIZATION cognitive science value of human life marketing strategies customer behavior 

分 类 号：C93[经济管理—管理学]