Perception of Self, Generalized Stereotypes, and Brand Selection

Abstract

This study was designed to test a methodology for measurement of self-concept and consumer behavior in comparable terms and, therefore, to further substantiate the relationship of self-theory to consumer behavior. The results from this limited study were positive, indicating that consumers of a specific brand of automobiles perceive themselves with self-concepts similar to others who consume that brand and significantly different from owners of a competing brand.

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