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Essay text:
I find the article interesting, because of the fact that it deals with the relationship, between the desired and undesired self, which may tell us something about, how individuals use their consumption experiences to define themselves.
But how are dislikes, distastes and undesired self defined or explored? And how do we know what to reject, why we reject it, and why simply will not be associated with a particular brand or product? If this “positive end-state”, according to DDUS, depends on dislikes, distastes and on exploring the undesired end-state, which factors, will then give us a clear notion of, what we don’t like and what we don’t want to be a part of?
Understanding consumer’s preferences, and understanding the inherent psychological effects and aspects, that are attached to how individuals in the group of 20-30 year olds, use their consumption experiences, to define themselves, was one of my great interest when choosing this article...
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