A person's self-concept may affect whether the person buys a product in a particular product category, but it has little impact on brand selection.

Question

Quizplus · Accepted Answer

According to research, a person's self-concept may also impact which brand they choose within a product category. People with a strong self-concept may prefer brands that are congruent with their self-image, whereas those with a weaker self-concept may be more likely to choose popular or well-known brands.

A Person's Self-Concept May Affect Whether the Person Buys a Product