Researchers who apply Freud's psychoanalytic theory to the study of consumer personality tend to see consumer purchases as a reflection and an extension of the consumer's personality.

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Researchers who use Freud's psychoanalytic theory view consumer purchases as a reflection of an individual's personality. For example, someone who values luxury and status may purchase expensive items to project their wealth and social standing. Alternatively, someone who is insecure or anxious may use shopping as a way to cope with those negative emotions.

Researchers Who Apply Freud's Psychoanalytic Theory to the Study of Consumer