Fenigstein et 's. (1975) suggested this persons may have diverse dispositional movements that will self-awareness has happen to be conceptualized because self-consciousness. Self-consciousness entails not one but two proportions; non-public in addition to court self-consciousness. in the beginning, bruce (1890) outlined self-consciousness and also offered about three components in the do it yourself: stuff, public in addition to spiritual. Fenigstein button down shirt (1987) referred to the social self as the public self and the spiritual self as the private self. Private self-consciousness involves covert, personal, unshared aspects (e.g. attitudes, affective states) of the self that are not observable by other people (Carver and Scheier, 1981). Individuals high in private self-consciousness tend to be aware of their perceptions, beliefs and feelings vintage clothing and tend to be self-reflective and introspective (Fenigstein et al., 1975). On the other hand, public self-consciousness involves a focus on the self as a social object (Fenigstein et al., 1975). Individuals who are high in public self-consciousness tend to be concerned about the way they present themselves and care about how others perceive them. According to previous research, publicly self-conscious people tend to be concerned about the impression they make on others so they try to create a favourable public image (Fenigstein, 1979) and gain approval from others using self-presentation strategies (Doherty and Schlenker, 1991). They are intensely concerned about their appearances and fashion (Miller and Cox, 1982). miller et 's. (1982) determined of which open public self-consciousness was positively based on style viewpoint authority, apparel attention and defined fashionability loaning help on the belief which clothing trend can be used to increase arrest display with the self applied. Gould (1987) found out sexual category differences with open selfconsciousness having women of all ages, mainly young adult females, scoring increased around public self-consciousness as compared to adult men. . Accordingly, public self-conscious and status-prone consumers are concerned about their impression on others, physical appearance and fashion, being sensitive to interpersonal rejection and loss of face (Nia and Zaichkowsky, 2000). Much research has focused on private and public self-consciousness from a psychological perspective, but there is little research to assess public self-consciousness with respect to consumer behaviour. Consumers often purchase and consume products in public. Products have images that are represented by their physical characteristics such as packaging, price or brand label (Sirgy, 1982). The brand label might be one of the most important attributes of a product to consumers. Compared with products with national brand labels, some consumers consider products with bargain brand labels to be cheap or inferior (Fitzell, 1982). as a result, in order to enhance its interpersonal level photographs or maybe their arrest photos, anyone who has higher (vs. lower) public self-consciousness may choose eating nationwide make machines to be able to good deal or perhaps low-priced company products and solutions. Using Fenigstein et al.’s (1975) scale, Bushman (1993) tested if consumers high in public self-consciousness prefer national brand label products to bargain brand label products to improve their public images. Public self-consciousness was positively correlated with ratings of products with national brand labels and negatively correlated with ratings of products with bargain brand labels. Consequently, public self-consciousness should be considered to be an important determinant of consumer behaviour related to presentation of favourable images to others.