Consumer Perception Leads to Consumer’s Identity

In James B. Twichell’s article, “What We Are to Advertisers”, he argues about how each person has a certain identity and it is shown in “You Are What They Eat: The Influence of Reference” a study conducted by Jennifer Edson Escala and James R. Bettman. Twichell believes that the type of clothing people buy shapes their identity. He argues that what a person buys can help advertisers target a certain social group or class. According to Twichell, social groups like “high class businessmen” relate with how an identity forms through buying certain brands of clothing. In “You are What They Eat”, Escala and Bettan states that identity forms through how brand name clothing makes a person feel and see themselves.

In “You Are What They Eat”, the authors discuss about the theoretical development of why people buy certain brands. For example, Twichell states “Mass production means mass marketing, and mass marketing means the creation of mass stereotypes” (Twichell 192). In the example, Twichell means that as more products are created, they are advertised, and after they are advertised, many people of certain identities will buy the products. When people are becoming part of a stereotype, it leads to more consumption of similar products relating to brand names. An example that would support Twichell’s argument is how businessmen relate themselves with certain brands of clothing because a businessman stereotype is neat and proper. Most businessmen or “young” businessmen usually buy clothing buy clothing at stores like “Express”, “Lord and Taylor”, “Mens Wearhouse”, and many others.

An example from “ You Are What They Eat” that proves Twichell’s argument is, “The set of associations can then be linked to consumers’ mental representations of...

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Escala, Jennifer Edson. "You Are What They Eat: The Influence of Reference YOU ARE WHAT THEY EAT ESCALAS AND BETTMAN Groups on Consumers’ Connections to Brands." Journal of Consumer Psychology13.3 (2003): 339-48. Duke.edu. Web. 29 Oct. 2011.

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