Consider the following quotes and then read part 1:
Solomon et al. (2013: p153) suggest that “we choose some products because we think they are
consistent with our actual self, whereas we buy others to help us to reach more of an ideal
Belk (2003: p27) asserts that for most consumers “their footwear is an extension and expression of
Belk (2013: p477) claims that “the current wave of digital technologies is fundamentally changing
consumer behaviour in ways that have significant implications for the formulation of the extended
Part 1 – The Self Concept and Consumer Behaviour (67%)
Conduct a literature review of consumer behaviour theories related to the self, which are relevant
to understanding the extent to which consumers purchase products to signal their selves to others.
[Your discussion should critically evaluate a range of academic sources, including books and
journal articles. Tip: Original sources from the Library and SUMMON are much better than secondhand
sources from Google. These should be fully referenced in the text, using the APA 6th referencing
method. You should avoid using long, direct quotations and instead demonstrate your understanding
of the issues by paraphrasing your sources.
please consider using these sources as its recommended.
Solomon, M., Bamossy, G., Askegaard, S. & Hogg, M.K. (2016) Consumer Behaviour: a European
perspective, London: Prentice-Hall.
Possessions and the extended self – By Russell W. Belk
avoid using sources from google unless its journal articles from google scholar
use journal articles and books