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Consumers' self-concepts are reflections of their attitudes toward themselves.

  1. Consumers' self-concepts are reflections of their attitudes toward themselves. Whether these attitudes are positive or negative, they will help to guide many purchase decisions. Discuss marketing of products or services to bolster self-esteem or to reward each of the following "selfs" - the actual self, the collective self, the digital self, the extended self, the ideal self, the looking glass self, and the torn self.

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