Products and brands have symbolic value for individuals, who evaluate them on the basis of their consistency with their personal pictures of themselves.

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Products and brands often carry symbolic value, and individuals tend to evaluate them based on how well they align with their self-image or personal identity. This is a key concept in consumer behavior, reflecting the idea that purchasing decisions are not only about the functional attributes of a product but also about what owning and using the product symbolizes to the individual and others.

Products and Brands Have Symbolic Value for Individuals, Who Evaluate