Perception of Self, Generalized Stereotypes, and Brand Selection

作者：Edward L. Grubb, Gregg Hupp · 发表于：Journal of Marketing Research · 年份：1968 · DOI：10.1177/002224376800500107 · 被引用次数：260 · 研究领域：Consumer Behavior in Brand Consumption and Identification、Digital Marketing and Social Media

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.