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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