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Accultured Individuality – Endogenous factors

Personality and Self Concept

Personality is a set of distinguishing human psychological traits that lead to

Consistent responses to environmental stimuli. E.g. Self Confidence, dominance

Autonomy, sociability, defensiveness

Brand Personality is a specific mix of human traits attributable to a particular brand

Consumers choose brands which have a personality similar to that of their own.

Self Concept

- Actual self concept – how he/she views him/herself

- ideal self-concept – how she/he likes to view her/himself

- others self concept – how he/she thinks others see him/her

A marketer has to judge the form of self concept from the above to market his brand

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