Tatenda is an account manager for the music production company, Live Nation, and has always been an avid musician and music enthusiast. Tatenda is responsible for working with one of their major clients, State Farm Insurance, who is a major sponsor of various music festivals such as the Coachella Valley Music and Arts Festival, Bonnaroo, Lollapalooza, and Bumbershoot. In his free time, Tatenda plays guitar in a band and enjoys performing at open mic nights or the occasional gig. His job and his hobbies mesh so well that he doesn't even feel like work is "work"-it's more recreation to Tatenda since he enjoys the music industry so much. Tatenda's passion for music and his view of himself as a musician influences his purchasing choices of products and brands. Tatenda's ________ influences
his purchasing decisions as he seeks to purchase items that reflect or enhance his persona.
A. reference groups
B. roles
C. consumer socialization
D. self-concept
Answer: D
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