Obviously, the Quality of the Running Shoes and Other Specialized

Obviously, the quality of the running shoes and other specialized clothing Basil purchased for triathlon events was of great importance to him. After all, if they did not hold up during competition or prevented him from doing his best, he would suffer embarrassment as well as injured pride. Clearly products such as top- of- the- line running shoes are part of Basil's self- identity. This importance of a product to a consumer's self- concept is referred to as .