This concludes Module number four on the self. Let's review the basic ideas that we talked about in this module. First, we made the basic and fundamental point, that the self concept strongly influences our purchase decisions. We went on to say that we often find convergence between how people think about themselves and the products they choose. So this means that you need to give a lot of thought to the feelings that you arouse in your customers, and more specifically, to how the personalities of your products and services aligned or don't align with the customers you're trying to sell. We went a step farther and saw that our possessions and affiliations with various groups and subcultures actually help us to decide who we are.

So we're not only engaged in an ongoing process of impressions Management, where we strategically use various products to communicate a desired self to others, it turns out that we can actually fool ourselves as well. Because we often see a sort of self fulfilling prophecy, where we act to confirm the expectations we assume that others have of us. And finally, we saw that there are new technologies that help to fuel the explosion of the digital self. So as we spend more and more time online, we're going to see increasingly, that the way we think about ourselves often is very profoundly influenced by the experiences that we have when we are interacting with social media, or with websites, including ecommerce sites. So that gives marketers a lot to think about. Our next module is going to focus on a particular aspect of the self That is gender roles.