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AMBIENTUM BIOETHICA BIOLOGIA CHEMIA DIGITALIA DRAMATICA EDUCATIO ARTIS GYMNAST. ENGINEERING EPHEMERIDES EUROPAEA GEOGRAPHIA GEOLOGIA HISTORIA HISTORIA ARTIUM INFORMATICA IURISPRUDENTIA MATHEMATICA MUSICA NEGOTIA OECONOMICA PHILOLOGIA PHILOSOPHIA PHYSICA POLITICA PSYCHOLOGIA-PAEDAGOGIA SOCIOLOGIA THEOLOGIA CATHOLICA THEOLOGIA CATHOLICA LATIN THEOLOGIA GR.-CATH. VARAD THEOLOGIA ORTHODOXA THEOLOGIA REF. TRANSYLVAN
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The STUDIA UNIVERSITATIS BABEŞ-BOLYAI issue article summary The summary of the selected article appears at the bottom of the page. In order to get back to the contents of the issue this article belongs to you have to access the link from the title. In order to see all the articles of the archive which have as author/co-author one of the authors mentioned below, you have to access the link from the author's name. |
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STUDIA EPHEMERIDES - Issue no. 1 / 2013 | |||||||
Article: |
BRANDING AND IRRATIONAL THINKING. A SYSTEMATIC ANALYSIS OF THE INTERACTION BETWEEN THE SELF AND THE BRAND. Authors: . |
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Abstract: Although brand choice should be precisely that, a rational, unequivocal choice, it is often the case when rational thinking is replaced with self-deception, disbelief, inadvertencies, in fewer words, choice blindness. But what is it that detours the individual from the real self and turns him/ her into an irrational consumer? Which are the factors that prioritize irrational thinking, leaving aware deliberation far behind? What are the consequences of such an unreflective behavior? How do they manifest themselves in day to day life and how far can the effects reverberate? These are only few of the inquiries that reside at the foundation of the interaction between the self and the brand, and each of them will be answered by the end of this exploratory study. Keywords: branding, irrational thinking, self and the brand, consumer |
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