Consumer Purchasing and Identity Assignment

Consumers often choose and use brands that align with their social and cultural identity, reflecting their values, beliefs, or how they perceive themselves in society. Examine one of your recent purchases of a car, computer, smartphone, or a small appliance.

· Why did you purchase this product, and how does it reflect your social or cultural identity?

· Who or what influenced your decision to make this purchase (e.g., family, friends, culture, or society)?

· What does this purchase reveal about how you see yourself within your social or cultural context?

· How would you define the “brand personality” of these recent purchases, and how does it align with your social and cultural values?

Write an academic paper of 4 pages in APA 7th edition style. Cite six (6) peer-reviewed articles not including your textbook that support reasons and/or evidence about consumer purchasing behavior and how it aligns with social identity, culture, values, beliefs, or perceptions of one’s self.

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