Tuesday, June 16, 2015

Automobile Purchases and Self-Image Reinforcement

Research has shown that at least some people choose specific automobile brands to reinforce their self-image, project a certain social status, and enhance their self-esteem. They also choose them to “fit in” with their chosen social group. Other factors contribute to choice, including constraints such as income and capacity to acquire.1

Think about this. What might each of these brands say about the purchaser’s self-image and intended social group/status:

  • Audi
  • BMW
  • Chevy
  • Jeep
  • Mercedes-Benz
  • MINI Cooper
  • Subaru
  • Tesla
  • Toyota
  • Volvo

1. Source: Liza-Jane Sowden and Martin Grimmer, "Symbolic Consumption and Consumer Identity: An Application of Social Identity Theory to Car Purchase Behavior" (Australian and New Zealand Marketing Academy Conference 2009), http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-206.pdf.


  1. Orlando Dent Company, Inc. Our Master Paintless Dent Repair Technician has over 20 years experience in auto body repair. paintless dent repair Orlando

  2. Amazing knowledge and I like to share this kind of information with my friends and hope they like it they why I do
    Singapore Shelf Companies

  3. Buying a car may not always be a feasible option especially with rising car prices. In cities like Los Angeles where the cost of living is very high, a careful analysis will reveal that the cost of leasing a car on a monthly basis is far lower than paying the monthly installments towards your car loan. Novated Lease Car Financing

  4. The global economy was expected to recover by 2010, which would bring a recovery in the global automobile market.
    best tonneau cover