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identity, self and symbolism, Brand identity - Coggle Diagram

- - - - single trait approach
        
        we use trait theories to understand how consumers will behave
      - multiple trait approach
      - OCEAN
        
        Openess
        
        Conscientiousness
        
        Extraversion
        
        Agreeableness
        
        Neuroticism
        
        1 more item...
      - Self concept
        
        the sum total of our thoughts, feelings and imaginations as to who we are
        
        self identity
        
        Self congruency theory
        
        Extended self theory
        
        possesions as part of consumers' identity
        
        social identity
        
        digital self
        
        extended digital self
        
        mallable self
        
        actual self image
        
        social self image
        
        ideal self image
        
        ideal social self image
        
        1 more item...
        
        when too far apart: TENSION
- - - - WHAT