Are you what you buy? Rightly or wrongly, many consumers believe their physical appearance and possessions affect their “value” as a person. We choose many products, from cars to cologne, because we want to highlight or hide some aspect of the self.

What will you learn in this course?

In this course, we’ll focus on how consumers’ feelings about themselves shape their consumption practices. You'll come away with an appreciation of the importance of calibrating your brand's image to the one your customers desire.