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Understanding Consumers: How Our Self-Concept Drives What We Buy

An overview of the impact that our evaluations of our identities and physical appearance impacts our purchasing behavior.

Understanding Consumers: How Our Self-Concept Drives What We Buy

An overview of the impact that our evaluations of our identities and physical appearance impacts our purchasing behavior.
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What's included in the class?

 7 video lessons

About the Class

Are you what you buy? Rightly or wrongly, many consumers believe their physical appearance and possessions affect their “value” as a person. We choose many products, from cars to cologne, because we want to highlight or hide some aspect of the self.

What will you learn in this course?

In this course, we’ll focus on how consumers’ feelings about themselves shape their consumption practices. You'll come away with an appreciation of the importance of calibrating your brand's image to the one your customers desire.

Class Authors

 

Michael Solomon

Expert on Consumer Behavior We Are What We Buy!
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