Customers associate their self-image with their favorite brand image

Photo by: Boston Public Library

You want your product to be appreciated by your target customers? If yes, adapt the brand of your product to the way your target customers see themselves.

People will seek a product, which reflects their self-image and buy it for this reason. The aim of being perceived as an attractive individual, appreciated or with a certain status are other key motives for buying a product.

The following picture displays the characteristics of consumer behavior from a modern point of view. They are: The hyperreality (the way we subjectively construct reality by past experiences or own fantasy), the self (is fragmented and this affects the way we buy – sometimes we like a product other times not) and symbols (what the product means to us and that is why we buy it).



  • Kirchler, E. (2011). Wirtschaftspsychologie. Individuen, Gruppen, Märkte, Staat. 4. vollständig  überarbeitete Auflage. Hogrefe: Göttingen.

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