Ch5_Fri - Identity marketing is where consumers alter some...

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“Listen, or your tongue will keep you deaf.”  --Native American Proverb
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Project Journal Three Identity marketing The extended self Exam One Review
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Construct a three-day “consumption biography”  of a friend or relative.   Make a list of and/or photograph her/his most  prized possessions.   What patterns do you see among the different brands  purchased?   What do these items of information tell you about the  person’s personality? 
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People that have wide gaps between their ideal  and actual self are prime targets for  fantasy  appeals Marketing strategies focused on fantasies allow  us to extend the vision of ourselves
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Unformatted text preview: Identity marketing is where consumers alter some aspect of their selves to advertise for a branded product Those external objects that we consider a part of us comprise the extended self . Four levels of extended self have been described: Individual Family level Community level Group level Define the Self; understand the Jungian explanation of the Self Understand self-esteem and how it relates to consumer behavior Explain the relationship between self-concept and consumption A = 64 (22%) B = 125 (45%) C = 68 (24%) D = 18 (6%) F = 9 (3%)...
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Ch5_Fri - Identity marketing is where consumers alter some...

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