ACTUAL SELF + BRAND = IDEAL SELF
very true statment by Wicklund and Gollwitzer, one thing is for sure the more
developed the society is more the people will under look the functional quality of the product
what marketeers have to do is cash in this "making a statement" idea of brand communication and for building brands cos for high end brands this strategy will work wonder also brand can come up with variable positive reinforcement wherein it means where reward are not fixed like poker u can take your brand users by suprise by giving them two second of fame as your brand communication promises or maybe surprise them through reward through events and many things
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