The power of SELF IMAGE When I do my supermarket shopping I buy 7 bottles of sparkling mineral water – one for each day of the week. I like sparking mineral water. Deep down I also like the fact that when I go to the checkout there is no Coke in my trolly – a […]

The power of SELF IMAGE When I do my supermarket shopping I buy 7 bottles of sparkling mineral water – one for each day of the week. I like sparking mineral water. Deep down I also like the fact that when I go to the checkout there is no Coke in my trolly – a product I associate with unhealthy plebs. I have not read the West Australian newspaper for 10 years partly because it is such a low quality publication that has in it nothing much of interest to me. Deep down I also see it as a publication that is beneath me. I don’t want to think that I have read a publication I see as below my intellectual level. There are generally sound ‘cognitive’ grounds for our purchases and indeed our non- purchases. There are also almost always deeper emotional reasons and very often those reasons relate…