Question: When a consumer buys (or avoids buying) a certain brand because it fits (or doesn't fit) with whom he or she would like to see

When a consumer buys (or avoids buying) a certain brand because it fits (or doesn't fit) with whom he or she would like to see himself or herself as, that consumer is basing his or her purchase behavior on the:

aspirational self

ideal self

both aspirational self and notable self

actual self

notable self

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