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The interior appearance of the house represents something akin to the true self, in other way, the exterior of the house represents something akin to the social self of the person. The views of the house (interior and exterior) also correspond to the analogy of the body.

Holdiday decoratons on homes tend to predict attachment to community

Clothing, accent, grooming and jewelry can indicate group identity and express belonging to a group

Group identification can be defined by tattooing, ear piercing, hair style, and ownership of various styles of bicycles, motorcycles or automobiles, also musical knowledge and preference, bar, club, and entertainment attendance, support of specific cultural arts, and knowledge and preference for sports teams.

Consumption tastes should tell us something about the search of the group for an identity

According to a study MBA students are more insecure about their jobs, so they try to be a businessman, buying things like watches, bags or business things

Consumer behavior is affected by: collections, money, pets, other people and body parts.

Collections -> may be initiated by gifts or other unintended acquisitions

Having a collection allow us total control of a little world, our little world.

For some people money is too abstract to become a part of the person self. Money is commonly seen as a symbol of success and power. Sometimes people think that their well-being is strongly linked with the well-being of the money, sometimes the money is like the half part of the person.

People think that pet are their other half part, it’s like you love the person and you love the dog also, you hate the person you hate the dog too.

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