When a consumer tries to recall brand information, which self-concept is engaged?
A)Actual self-concept
B)Public discrepancy self-concept
C)Ideal self-concept
D)Ideal public self-concept
E)None of the above is correct.

Question

Quizplus · Accepted Answer

When a consumer tries to recall brand information, the actual self-concept is engaged. This is because the actual self-concept is the consumer's perception of who they are, and this perception is used to guide their behavior. When a consumer is trying to recall brand information, they are using their actual self-concept to determine which brands are relevant to them and which brands they are likely to remember.

When a Consumer Tries to Recall Brand Information, Which Self-Concept