The basic purpose of this research is to empirically test one of the "self-evident" truths in contemporary theorizing about consumer behavior-that people go about purchasing one thing or another only if these things are consistent with, enhance, or in some other way fit well with the conception they have of themselves. Secondarily, the research seeks to distinguish the role of two different modes of self-concept as they relate to consumer behavior-"actual self-concept," the way a person actually ("really") sees himself to be, and "ideal selfconcept," the way a person would ideally ("like to") be.