Self-Esteem and Consumer Behavior

They say we are what eat, but what about what we buy? Do our consumer habits define us as well? Or maybe it’s the other way around—maybe it’s how we define ourselves that influences our shopping habits. Perhaps our decision to buy the store-brand ketchup instead of Heinz is influenced by some sub-conscious reasoning related to our self-perceptions. Well, lucky for us, there is someone who can answer these questions! Here to discuss with us who buys inferior products and why is behavioral scientist and professor of marketing at Schulich School of Business, York University, Dr. Nicole Mead.