The ego-defensive function of attitudes enables consumers to develop positive attitudes toward products that enhance their self-image.

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The ego-defensive function of attitudes refers to the tendency of individuals to develop positive attitudes toward products or brands that help maintain or enhance their self-image, especially in situations where their ego is being threatened or challenged. This can include situations where a consumer feels insecure or uncertain about themselves, and they use their attitudes toward products as a way to protect their self-esteem or self-worth. For example, a person might develop a positive attitude toward a luxury car brand because they perceive it as a symbol of status and success, which enhances their self-image and helps them feel more confident and competent.

The Ego-Defensive Function of Attitudes Enables Consumers to Develop Positive