Jason has just secured a junior marketing executive position in Vancouver.  Although he is earning a great salary, he's just starting out and finding it difficult to make ends meet.  Despite this, he feels he must purchase the same type of designer suits that are worn by others in his office.  He fears that if he doesn't "fit in", his coworkers will think less of him.  Which of the following is influencing Jason's buying behaviour? A) his self image B) his real self C) selective perception D) his looking-glass self

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
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Jason has just secured a junior marketing executive position in Vancouver.  Although he is earning a great salary, he's just starting out and finding it difficult to make ends meet.  Despite this, he feels he must purchase the same type of designer suits that are worn by others in his office.  He fears that if he doesn't "fit in", his coworkers will think less of him.  Which of the following is influencing Jason's buying behaviour?

A) his self image

B) his real self

C) selective perception

D) his looking-glass self

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