oa SA Pharmaceutical Journal - The science of selling (part V) : the psychology behind it all : management



This self-concept or self-image affects our buying decisions. A large part of the world economy is based on image. Just think how powerful some brand names are (for example, Billabong®, Rolls Royce®, Nike® and Coke®). Many households own two cars, not because they HAVE to but because they think they are expected to, people live in certain suburbs and travel to certain exotic holiday destinations because it looks good to others. Image affects buying decisions a lot more than we generally are aware of.


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