You Are What You Consume

Jubayer Ahmed

MPRA Paper from University Library of Munich, Germany

Abstract: The main objective of this study is to analyze the impact of individual’s self-concept in consumption pattern. Consumers intentionally or unintentionally consume different products and services during their lifetime and their consumption pattern or preferences are closely associated with their sense of self. Similarly, consumers tend to avoid commodities or services that contradict with their self-image. A number of empirical studies have been analyzed further to investigate the influence of self- concept on brand or product selection.

Keywords: Consumer; Brand; Product; Self-concept and image (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2015-05
New Economics Papers: this item is included in nep-ipr, nep-pr~, nep-mkt and nep-pke
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Published in Global Disclosure of Economics and Business 1.4(2015): pp. 21-32

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:64806

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