A person's self-concept may affect whether that person buys a product in a particular product category, but it has little impact on brand selection.

Question

Quizplus · Accepted Answer

A person's self-concept can impact brand selection as people may choose brands that align with their self-concept or identity. Additionally, self-concept can also influence the perceived quality and value of a brand, which can impact brand selection.

A Person's Self-Concept May Affect Whether That Person Buys a Product