Belk’s and Goffman’s Theories of Extended Self
The ‘self-concept’ has been of significant attention to consumer behaviour for marketers over a long period of time and has been addressed from various viewpoints utilising various theories.
Emphasising on this particular issue, the discussion henceforth will be based on analysing self-concept from the perspective of Belk and Goffman. Belk’s Theory of Extended Self Belk’s advancement of extended self has been argued to render an innovative viewpoint regarding the study of self in consumer behaviour. Contextually, the theory of ‘extended self’ has provided a valuable motivation in the acknowledgement of requirement to extend the understanding of consumer behaviour beyond the traditional limitations of individuals as mechanical consumers of goods. According to Belk, possessions reflect the personality of possessor and sequentially these possessions contribute to the individuality (Belk, 1988). Goffman’s Theory of Self As affirmed in his theory of self, Goffman believed that every participant in social interactions is engaged in certain activities in order to avoid being embarrassed or embarrassing others.
Goffman further observed that the connection between the type of activities which people usually conduct in their regular life and theatrical performances determine their identity and behavioural pattern. He believed that when individuals come in communication with other people, they intend to control or direct the impression by shifting their situation (Barnhart, n.d.). ...