Self-Concept Dimensions and their Impact on Product Adoption in Nigeria

The present study aimed to finding out the influence of each of these variables-actual self-concepts, ideal self-concepts, social self-concept, ideal social concept and ought to self-concept on consumer’s product adoption. The study adopted survey research design. The population of the study was 620 drawn from students of high institutions in Nigeria. The study adopted census sample sample size determination. The findings of the study indicated that consumers' actual self-concept has a significant and positive effect on product adoption (r = 0. 856; t = 31. 072; p< 0.05) .There is a significant positive relationship between consumers' ideal self-concept and product adoption (r =.819, P<.05). There is a significant positive relationship between consumes' ideal social self-concept and product adoption (r =.769, P<.05). There is a significant positive relationship between Consumers' social self-concept and traits of product adoption (r =.843, P<.05). Implication of the study is that the manufacturers of consumer products should differentiate products that ‘fit into one of the aforementioned variables to improve consumer’s self-perception. The study recommends that consumers should match the knowledge of self-concept to product adoption to determine areas of optimal strengths, eliminate areas of unprofitable laggards, and ignite the culture of product quality adoption excellence. Among other things, conclusions were made that the perception and the way and manner consumers see themselves serve as a determinant of the response that may lead to product adoption.