Interpretation of the Self Concept in a consumer
The Social Homebird
This subject is a 21 year old female living in Cork. She is studying nutritional science in UCC. From the analysis of the interview conducted with her we have hopefully gained some insight into her self concept. Almost immediately in the interview it becomes apparent that she has a close connection with her family. When asked how long she has been baking for she tells us that she’s been baking “forever, my Mam and I used to spend all weekend baking together when I was younger”. To even further the point that family is of great importance to her she says that one of the things she would do if she won the lotto was go and ...view middle of the document...
“The Oval, it’s cosy and homely. I love the fire down the back and it’s never too loud so you can talk to people”. Notice to be given to the fact that she described the Oval as cosy and homely. The subject also says in the interview that she’s recently been introduced to craft beers, in particular the IPA’s (Indian Pale Ale) “I’ve had a few of the IPA’s and didn’t like them. They made me feel sick. They’re tasty and plenty of flavour in comparison to standard beer but they’re too heavy.” While she said she didn’t like the IPA’s she did mention Heineken and a glass of Guinness, something that would probably look out of place if she was into going crazy on a Saturday in a nightclub. Craft beer is a relatively new phenomenon in Ireland, it’s becoming a social drink, almost how wine was in the 2000’s, something to accompany good conversation, highlighting the importance the subject holds on being social and part of a social group.
The “Understated Creative”
The subject is very interested in fashion she follows news on fashion as well as idea leaders within the fashion arena. She says that she follows the editor of Vogue Japan, Anna della Russo. “She’s the editor of Vogue Japan and she wears mad stuff, really colourful and really different to anything you would see here. It’s really mad and out there.” The subject shows her interest in very colourful and unusual style but when asked about how she would describe her own style she described it as conservative. “No, I think my own style is a bit more conservative”. When we asked the subject if she regularly wore make up she said that she did not wear it very often and did not like for it to look un-natural. “ No, not really and if I do wear it I like it to look natural so you'd hardly even notice that I'm wearing it”. The subjects interest in baking could be looked at here and the connection made between her baking and the “mad and out there” style comes to play. When asked what has been her favourite cake that she has baked in the last few weeks she responded by saying that she had made a three tiered Mojito cake. “A couple of weeks ago I was asked to make a cake for a 21st, something special that couldn’t be got in the shops, I knew the person and knew that she loved Mojitos so I thought it would be cool to make something with that in mind. The cake looked great, three teirs with the lime green icing and decorated with mint but the best thing was that it actually tasted of Mojito.” Its possible to make the connection between the fashion that she is interested in and the cake that she made. She expresses her creativity through her food and not through what she wears or the type of make up she uses.
The “Eclectic Explorer”
Another identifyable side to the subjects multiple self is the idea of the eclectic explorer. She dips in and out of trends and genres creating a mash up of interests. For example her interest in the lifestyles that the Kardashians live is very different to the lifestyle...