Consumers use products as symbols to convey their self-concepts to others.

Question

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Consumers often use products as a way to express their identity and communicate their self-concept to others. This can include wearing certain brands or styles of clothing, decorating their homes in a particular way, or using certain products that align with their values or interests. By using these products, consumers signal their identity and communicate their social status, values, and personality traits to others.

Consumers Use Products as Symbols to Convey Their Self-Concepts to Others