MKT 3230 Chapter 16: Chapter notes 80

• School: University of Manitoba
• Department: Marketing
• Course: MKT 3230
• Professor: Grant W.Wainikka

Document Summary

We cannot assume that consumers will always buy products who characteristics match their own. It is not certain that consumers really see aspects of themselves in down-to-earth, functional products, that don"t have very complex or humanlike images o 2. Individual level: consumers include many of their personal possessions in self definition. Family level: includes a consumers residence and furnishings in it. The house can be thought of as a symbolic body for the family, and is often a central aspect of identity. Community level: consumers describe themselves in terms of the neighborhood or town where they come from.