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You Are What You Consume

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  • Ahmed, Jubayer

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.

Suggested Citation

  • Ahmed, Jubayer, 2015. "You Are What You Consume," MPRA Paper 64806, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:64806
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    File URL: https://mpra.ub.uni-muenchen.de/64806/1/MPRA_paper_64806.pdf
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Consumer; Brand; Product; Self-concept and image;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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