65% own more than one ferrari This is the tenth of 20 daily THOUGHTS examining emotions in marketing One of America’s most successful business identities was once asked about the key to truly great leadership. He responded by saying – ‘leave your ego at home’. The fact is, however, few of us are able to […]

65% own more than one ferrari This is the tenth of 20 daily THOUGHTS examining emotions in marketing One of America’s most successful business identities was once asked about the key to truly great leadership. He responded by saying – ‘leave your ego at home’. The fact is, however, few of us are able to leave our ego at home. Perhaps that is why there are so few truly great leaders. I suspect this to be the case. Ego impacts every aspect of our lives including purchase behaviour and decisions. Of course, the ego can take many forms, for example: Vanity Jealousy Pride Envy Whatever form it takes, ego is always present. To a large extent, it is a necessary part of being human. Ego reflects self-perception and self-perception impacts purchase behaviour, especially in terms of: Perceived status Perceived performance Perceived worth Understanding the impact that various manifestations of ego…