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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.

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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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