Self-Concept in Consumer Behavior: A Critical Review
- 1 December 1982
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 9 (3) , 287-300
- https://doi.org/10.1086/208924
Abstract
The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. This paper critically reviews seKeywords
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