A person's self-concept may affect whether the person buys a product in a particular product category, but it has little impact on brand selection. True

False

Explanation:

A person's self concept refers to how that person views and feels about himself/herself. It is extremely common that the way we ourselves is not our ideal self or how we would like to be. Self concept is a very important factor when a consumer decides to purchase certain goods. We like other people to see us or think about us in a certain, so we choose to buy certain products and certain brands that reflect how we would like to seen and how we would like to be ourselves. E. g. someone who buys Mercedes Benz car wishes to be seen as successful and important.