Effect of Young Consumers’ Self-Concept on Hedonic/Utilitarian Cool Attitudes

Understanding the self-concept of young consumers is crucial for apparel marketers because such consumers prefer to purchase products with images congruent with their self-images (i.e., one dimension of self-concept) (Runyan, 1988). Apparel marketers strive to attach target consumers’ perceived self-images to products as a marketing strategy to spur a greater probability of being purchased (Ataman & Ulengin, 2003). Thus, commercial marketers need to understand the projected or ideal self-image of their consumers to increase product sales