Consumers' Selves and Marketing

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Exploring the influence of self-concept on consumer behavior, this doctoral thesis presents three insightful papers by Daniela Herzog. The first paper delves into the distinction between actual and ideal self-concepts. The second investigates how the activation of the ideal self affects brand perception and consumer emotions. The final paper analyzes the impact of advertising that embraces normal beauty standards, revealing its effects on women's self-discrepancy, emotions, and brand perceptions. Together, these studies contribute to a deeper understanding of self-concept in marketing.