Symbolic self-completion theory

The theory of symbolic self-completion is a psychological theory which holds that individuals seek to acquire and display symbols that are strongly related to what they perceive as the ideal self. For example, relatively effeminate boys who want to appear macho may use products associated with manliness—such as a strong cologne or a silver watch—in hopes of symbolically fulfilling their self-definitions, i.e. becoming manly. Such cases of symbolic self-completion are seen in internet communication, marketing and advertising, and consumer behavior.

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