Similarities of brand images with self images were tested to determine differences between (a) most preferred and least preferred brands, (b) socially consumed and privately consumed products, and (c) real-self and ideal-self image relationships.
Changes in attitudes about a culturally controversial issue provide a first step toward the application of immunization techniques to marketing. The experimental conditions were immunization, source, and attack treatments and provide an extension of previous psychological experiments on culturally held truisms.
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