We Surround Ourselves with Valued Material Possessions as a Matter of Our Lives Taking Course. a Sense of Linkage to the Concrete and Observable World External to Ourselves Permits Us to Obtain a Sense of Stability and

One famous psychology say that: “We surround ourselves with valued material possessions as a matter of our lives taking course. A sense of linkage to the concrete and observable world external to ourselves permits us to obtain a sense of stability and continuity in an otherwise less stable existence.” Through the analyse of material valued possession, self-brand connection, brand attachment and contrast between stability and change, consumer behaviour can come in more precise understanding.

Consumer behaviour is basis concept in mordent marketing. With psychological theory additional to mixed market research like quantitative and qualitative approach, the way of thinking, motivation, consumer need, want as well as their choice and how consumer behave are all being considered when marketers discuss about this typical topic. Majority of qualitative research as indirect tool, consumer behaviour is criticised for strong connection with consumer identity and self-image. The more researching upon this topic, industry products generally appear not through their functional display by about value set underlying as well as to what extent of satisfaction, material brings to consumer. Value of consumer is significantly appears as moving target, so the task for marketing researcher is to identify at what point it changes and how to meet its particular needs.

1. Valued possession in considering of self-brand connection:

Escalas & Bettman, 2005 assert that when consumers utilise brands as a means of portraying an actual desired of self-image to themselves, or to others, it is named as “self-brand connection”. The desire or wanting of a particular brand is not for functional value but a reflection of consumer as an individual with ‘unique differentiation’ in society (Schultz et al, 1989). Customer deliberately and consciously uses brands as a “valued” tool for image creation such as personality, attitudes and depicting their life style. With the changing in external...