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Other Papers on :Consumer Behaviour

P/M/582. Self identity through possession: symbolic consumption

(2006, 2500 words)

The paper examines psychological motives of consumer behaviour focusing on the role of personality and reviewing self-concept theories on role-identities, possession-identities, the connection between self-concept and consumption, symbolic value of products, self-image congruence, etc. The implications of symbolic consumption for marketing managers are discussed.



 
   
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