TABLE OF CONTENT

Introduction

Priority values, motives & motivation

Value

Motivation

Motives

Brass Tokyo's Campaign.

Kaisers ‘Self Concept’, self-extension, and social Props

"Mainstream Downstream" Campaign

Key props in my life

MBTI Test: ENTJ-A/T Commander

Ideal vs actual myself

In this report, I'll look at the concept of self, based on my perspective. I will discuss how my personality fits the different concepts of values and motivations. Using a more personal approach, I will also show several brand campaigns that appeal to my own needs and interests, highlighting how self-concept may influence our purchase decisions. This report aims to provide insight into the link between our sense of self and our consumer behavior, emphasizing the significance of authenticity and alignment in leading a fulfilling life.

Priority values, motives & motivation

My Value : Utilitarian

After identifying my demography and psychology through Maslow's Hierarchy, I found that the utilitarian value best aligns with my personal values. I tend to make rational decisions when it comes to purchases and consider the true benefits of an item before buying it. I ask myself questions such as, "Do I really need it?", "Is it worth the cost?", and "How long will it last?". For me, an item's value is determined by its benefits divided by its cost, which means that if the item is more functional and practical than what I paid for it, then it has value. I believe that investing in items that have potential performance and longevity is a wise decision, and I rarely regret spending money on such items.

I also value the after-use of an item and do not throw away any garments. Instead, I give them a second life by selling them on various platforms. For example, I sell most of my unused garments on a Facebook Marketplace Group in Vietnam called “Nghiện Đồ Cũ”, which has over 300,000 members. For more valuable items, I use Grailed, the largest global online marketplace for authentic second-hand designer clothing with approximately 10.5 million monthly visitors( Grailed n.d).

My Motivation and Motives

According to Consumer Behavior: In Fashion (Solomon 2009), I am able to determine that myself associated with the adornment theory, as a fashion enthusiast since I really care about the practicality and functionality of an item but I also adore the aesthetic appeal of clothing. As a fashion enthusiast, I personally think that fashion is a way to express my personal style and identity through clothing, and it includes both function and form For example, while a Uniqlo UV-protection jacket may be very practical for the hot weather in Saigon, I would not want to wear a tight and odd jacket that covers my entire body. I appreciate garments that are uniquely cut, structured, and deconstructed, and I enjoy standing out from the crowd by wearing distinctive clothing.

I would describe my motives as a combination of both emotional and rational, as I tend to approach things with both practicality and sentimentality in mind. For instance, when it comes to making purchases, I take great care to consider my options and even read many fashion books to develop my personal style, as I prefer not to waste money on items I won't keep for the long term. I feel a sense of satisfaction when I find something that aligns with my lifestyle. Having said that I do find that my friends, who have great fashion sense, can occasionally influence me to make purchases based on emotion rather than practicality. There have been a couple of times when I've been swayed by their style or recommendations and ended up buying something purely for its brand aesthetic appeal.