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 Business Management

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Identity impacts engagement with brands, ideas, causes and organizations. Many things influence how we feel about, see and present ourselves, such as the products themselves, as well as the behavior of others, culture and group identity. These can drive conscious and unconscious behaviors. Different products, brands, organizations and goals may elicit different motivational triggers rooted in our identity formation that influence liking, salience and aspiration that manifest in taking action. As ...

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