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Symbolic Consumption, SelfImage and Personality

Symbolic Consumption, SelfImage and Personality

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Published by rincse

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Published by: rincse on Nov 24, 2009
Copyright:Attribution Non-commercial

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11/20/2012

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Chapter 5
Symbolic Consumption, Self-Image and Personality
 
 
Chapter Spotlights
Symbolic consumption – howsymbols influence consumerbehavior
Brand-user image and brandpersonality
Self-image in the marketplace
Personality and personality traits
 
 
Symbolic Consumption
It is the process through which consumers buy,consume, and dispose of products and serviceson the basis of their meaning to themselves andothers.
Consumers buy and use goods and services forthe utility/psychological benefits delivered andthe things that they represent.
 Therefore part of consumption is symbolic

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