Austin Is an Account Manager for the Music Production Company

Austin is an account manager for the music production company, Live Nation, and has always been an avid musician and music enthusiast. Austin is responsible for working with one of their major clients, State Farm Insurance, who is a major sponsor of various music festivals such as the Coachella Valley Music & Art Festival, Bonnaroo, Lollapalooza, and Bumbershoot. In his free time, Austin plays guitar in a band and enjoys performing at open mic nights or the occasional gig. His job and his hobbies mesh so well that he doesn't even feel like work is "work"-it's more recreation to Austin since he enjoys the music industry so much. Austin's passion for music and his view of himself as music influences his purchasing choices of products and brands. Austin's ________ influences his purchasing decisions as he seeks to purchase items that reflect or enhance his persona.

A) self-concept
B) roles
C) consumer socialization
D) reference groups