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Why They Buy Module #4: The Self

——   Created by Michael Solomon

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When was the last time you took a selfie and posted it? A lot of people are obsessed with sharing their selves (especially when they’re in glamorous places or doing cool things) with anyone who cares to look. The self-concept describes the beliefs a person holds about his or her own attributes and how he or she evaluates the self on these qualities.

So, are you what you buy? The answer may surprise you

3 Lessons

11 mins
Lesson 4.1: Why a customer's self-concept matters
9 mins
Lesson 4.2: How do marketers influence self-esteem?
12 mins
Lesson 4.3: Each of your customers is actually several customers

About the instructor

Michael Solomon

Hello, I'm Michael. Here's some background about me and what I do:

Michael “wrote the book” on understanding consumers. Literally. Hundreds of thousands of business students …

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