self-concept

self-concept

self-concept the totality of consumer thoughts and feelings about themselves

role identities

role identities the numerous positions that consumer occupy in society

personal qualities

personal qualities are characteristic that led people to behave a similar way across different situation and or differentiate oneself from others

extended self

extended self are aspects of an individual self-concept that are external to the consumer pysoigal experience. brands that are tied to self-concept generate loyalty

self esteem

self-esteem is a person general attitude towards themselves. This is influenced by marketers both positively and negativity

compensatory consumption

compensatory consumption is making a choice in one domain in order to compensate for a feeling of inferiority in another domain

personality

personality is individual differences in character patterns of thinking, feelings, and behaving

multiple trait theory

multiple trait theory is personality is best captured through a combination of various personality traits

• openness to experience

• agreeableness

• conscientiousness: easy going/carelessness

• emotional stability

• extroversion

brand personality

brand personality is the set of human characteristics associated with a brand

• sincerity

• excitement

• competence

• sophistication

• ruggedness

brand personification

giving non-humans human liked traits

brand anthropomorphism

giving non-human both human like traits and humans form