A tale of two giants
The purpose of the current research is to investigate the changing notions of the consumer's self in the transitional economies of India and China. The effects that self-image has on a consumer's choice of brands is examined. Self-image, in turn is looked at in terms of the private, social and ideal selves. The presentation also reviews status consumption and social consumption motivation and Interpersonal influence on the consumption decision. The emphasis is on comparing across cultures.
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