Symbolic Self-completion Theory
This theory states that people tend to acquire and display symbols that are strongly related to what they perceive as being the ideal self. For example, men who want to appear more manly and macho might be interested in acquiring products associated with manliness, a sports car, a watch, a cologne. We can see the theory of symbolic self-completion used in marketing and advertising, Axe and Old Spice two immediate examples that come to mind.
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