Personality and self-concept

Definition of Personality:

Schiffman & Kanuk(2004), those inner psychological characteristics that both determine and reflect how a person responds to his or her environment.

Definition of Self-Concept, Solomon (2001), people see themselves as they image others see them.

I have found out some research regarding self-concept which is stated below.

Goffman(1959) saw self-concept as reflecting social role experiences (e.g. daughter, wife, mother, employee, manager) which add facets to our view of ourselves

William James (1890) argued that self-concept derives from social comparisons with others - peers, family, reference groups

I found out different researcher have various view points on what they regard as self-concept which is similar to people have different perceptions of images or TV adverts for instants.

In class we looked at a brand personality framework and we discuss which personality certain brands have adopted. e.g Gucci has a sophistication personality.

I was told to undertake an online questionnaire on to help me establish my self-concept and personality.





After completing the questionnaire I discovered my personality type is a mentor. These kinds of individuals have tremendous amount of power to manipulate others with their interpersonal skills. Mentor tend to be people focus individuals and success comes for them through involvement in the process of making things happen for others.