Question

How does Identity influence consumer behavior?

Answer 1

Answer) Consumer identity is the consumption pattern through which a consumer describes themselves. In consumer culture, people no longer consume goods and services merely for functional satisfaction. Consumers use brands and products to express their identities. Those with more independent self-construals tend to avoid identity-linked products when that identity is threatened versus not threatened.

Consumption has become increasingly more meaning-based; brands are often used as symbolic resources for the construction and maintenance of identity.As a key part of a company's marketing strategy, one role of advertising is to communicate the company's brand identity to its target audience.