Marketing (Fach) / Branding and Brand Management (Lektion)
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Identity-Based Payoffs derived from their own actions (effect of identity on economic behavior) - What does it mean?
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- people behave in ways that would be considered maladpative or even self-destructive by people with other identities
Examples:
- Self-mutilation: people mutilate their own body to express their identity (tattoo, piercing, plastic surgery)
- Gender and occupations: male nurse, woman soldier
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