Question: The 'Self' is an important and central idea in consumer behaviour. Explain what is meant by this theory, the different selves a consumer has and

The 'Self' is an important and central idea in consumer behaviour. Explain what is meant by this theory, the different selves a consumer has and self-esteem. Explain what relevance these 'selves' and self-esteem have to the consumption of products and advertising and hence to marketers.

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