ENTRY #8     Who are your consumers (really)?

Americus Reed II

The Whitney M. Young Jr. Professor, Professor of Marketing, The Wharton School, University of Pennsylvania


A consumer’s sense of who they are is complex. It is not one static thing as some early research assumed. Instead, a single person’s identity is dynamic. It can consist of many elements. We are endowed with some. We willingly adopt others. For example, you could see yourself as an American, a father, an athlete, a professor, a Republican, a musician, etc.

How do we juggle these different parts of who we are? A modern multi-dimensional perspective has profound implications ...

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