The Economic Times

Psychology says people who are extremely brand conscious aren't always trying to impress others, it may reflect identity and emotional needs. What this behaviour really reveals?

Psychology says people who are extremely brand conscious aren't always motivated by status or showing off. Psychology explains that buying branded products can be connected to identity, belonging, self-expression, confidence, and emotional needs. Consumer psychology, social identity theory, and self-concept research help explain why people value brands. Understanding this behavior can help people make thoughtful choices instead of judging others based only on their shopping habits.