I found a short explanation of what I mean written by a fitness guy as per the attachment.
There is much more to it, but I hope you get the picture.
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"Although your self-concept is deeply entrenched from years of conditioning, it CAN be changed. Before I explain the four steps to making the change, I want to explain self-concept using an analogy everyone can relate to - MONEY! Why money? Well, as I mentioned before, most people not only donât understand the self-concept, theyâre bored to death at the slightest mention of it.
Iâd hate to see you doze off before you get to the really juicy stuff later in this article, and since money is seldom a subject that bores anyone and itâs a common denominator between all people, let me explain the relationship between money and self-concept first. Once you see how self-concept affects how much money you earn, youâll easily understand how it affects what kind of shape youâre in. Youâll then have enough awareness to begin changing your self-concept - and your body - for the better.
Question: If you won a large sum of money, or if your annual income suddenly became your monthly income, how would you feel about it?
âThat would be AWESOME!â is what most people blurt out initially. I have news for you: As bizarre as this may sound, I guarantee that if your old self-concept was still locked in place, youâd do everything possible to get rid of your new-found wealth. Youâd make bad business decisions. Youâd be unsuccessful in sales. Youâd have an uncontrollable urge to go out and spend the money, splurge on things you didn't need, invest in things you knew nothing about, lend to people who wouldn't give it back or even flat out lose it! Just look at what happens to most lottery winners.
Even though everyone SAYS theyâd like more money, thatâs only on the conscious, surface level. The problem is, your behavior is NOT controlled by your conscious mind; your behavior is controlled on a deeper level - from your subconscious mind where your self-concept is located. If having a lot of money isnât consistent with your self-concept, it will sooner or later lead to some form of sabotaging behavior to bring you back down to your comfort level.
Most people stay inside a comfort zone thatâs consistent with the concept and image they hold of themselves. They rarely rise above it or allow themselves to fall below it. Any time you try to make a change in your life, whether itâs losing fat or earning more money, it will stir up resistance inside you because youâre attempting to move beyond the safe, familiar and comfortable.
To earn more money, you must see yourself as capable of earning more money and worthy of keeping it. If you see yourself as a $24,000 per YEAR person, youâll NEVER earn and keep $24,000 per MONTH unless you see yourself as a $24,000 per month person."
http://www.bodybuilding-fitness.net/index2.php?option=content&do_pdf=1&id=20
Quote from Walther:
How do you change your own self concept ? Would you explain what it is, why we should change it and what steps should be taken to change it ?
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I remember, not fondly, the several years I spent 15 hours a day doing this, 2001-2003. Don't ever do that. It runs you right into the ground and although you may learn a lot for future reference, you'll really trash your poor body. I used to get up at 4 AM, trade til 4 PM, have dinner, watch the news and maybe one other show, and then look at charts and read articles online for a few more hours. Take my advice, no matter how dedicated you are to being successful, this isn't the way to go about it. Let it go. Lead a balanced life. I should have spent more days sitting on the beach. The market's not going anywhere. It will always be there tomorrow with more opportunites. Just some thoughts. 
