In chapter 1, we learnt that much of consumer behavior resembles actions in a play. Consumers have roles and they may alter their consumption decisions depending upon the role being played at the time. Also, people in general, will choose the brand that has an image (or even a personality) that allows them to play the role more believably. Think of the roles you play in life (student, parent, colleague, employee, friend, etc.) and name a product and brand that you bought because it allows you to play that role. What is it about the product or brand that is consistent with this role? Be sure to state the role.