The document discusses concepts related to the self and consumer behavior. It covers how self-concept influences consumer choices and how products are used to define self-concept and express gender roles and cultural ideals of beauty. Specifically, it outlines how the self-concept, sex-role identity, self-esteem, and body image shape consumer decisions and how Western and Eastern cultures approach the concept of self.
2. Prof. Bahman Moghimi
Doctor of Business Administration
Master of Industrial Marketing & E-commerce
University of Georgia. Tbilisi
Source: Michael R. Solomon. 9e
B.Moghimi@yahoo.co.uk