Consumer Behavior

This unit explores ideas related to self-concept, self-esteem, real & ideal selves, and the looking glass self. Each of these impacts our decisions as consumers since we are so often looking to purchase items that fulfill our sense of “self” and shape our own self-concept.

With that in mind, write an essay that considers the following:

How does DOVE (Self-esteem Fund) engage in advertising that speaks to these self-concept terms?

What is DOVE’s intention in focusing its marketing messages on self-concept instead of say, product attributes?

Consumer Behavior

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