Constructing A Self-concept
When the set of brand associations are linked or connected to the self, these associations can help consumers achieve certain goals. These goals include what they might become, what they would like to become, and what they are afraid of becoming. People are motivated to create a favorable and consistent self-identity based on self-enhancement (i.e. people over-emphasize favorable evaluations and minimize critical assessment of themselves) self-verification (i.e. people want to be known and understood by others according to their firmly held beliefs and feelings about themselves respectively).
Read more about this topic: Self Brand
Famous quotes containing the word constructing:
“The very hope of experimental philosophy, its expectation of constructing the sciences into a true philosophy of nature, is based on induction, or, if you please, the a priori presumption, that physical causation is universal; that the constitution of nature is written in its actual manifestations, and needs only to be deciphered by experimental and inductive research; that it is not a latent invisible writing, to be brought out by the magic of mental anticipation or metaphysical mediation.”
—Chauncey Wright (1830–1875)