DDB measures ideal self-concept on various dimensions. Based on the information in Table 7A answer the following:
a) Do any of these ideal self-concept characteristics seem to be associated with any of the heavier user behaviors (general, consumption, shopping)? Why do you think this is?
b) Do any of these ideal self-concept characteristics seem to be associated with product ownership? Why do you think this is?
c) Do any of these ideal self-concept characteristics seem to be associated with television preferences? Why do you think this is?