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Review of Marketing Research
Purpose À This paper argues for the following sensitizing proposition. At its core, much of consumer behavior that involves brand meanings is an attempt to influence, or symbolically mark, interpersonal relationships. Methodology/approach À This paper presents a conceptual argument based on a literature review. Findings À First, I argue that our pervasive concern with other people is a basic genetic component of human beings, and discuss some possible evolutionary pressures that may have led todoi:10.1108/s1548-643520150000012005 fatcat:xlwwxxjgrje65k7v7agmqht3la