As a shopaholic, I always buy many different clothes throughout the year to make myself look more attractive. And I prefer to choose some brands, because I think famous brands often symbolize high quality, which can show others my good taste. Being a fashion lover, I spend my free time reading some fashion magazines to look for matching elegant clothes from different brands. So this title piques my interest and I really want to know “Who you are influences what you buy”. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get Original Essay This article is a balanced essay on people's self-concept in choosing brand. It not only illustrates the theoretical relationship between self-image congruity and social identity on brand preference, but also presents that there are some limitations in this current study. For example, in the second half of the article, the author groups 65 people by gender, race and age to conduct an online questionnaire, and then statistically finds the corresponding linear regression relationship, which is demonstrated through mathematical perspective. At the same time, it is recognized that there are a number of factors such as subjects selected from a single source and imprecise brand selection, which can lead to the insufficiency of the results of these experiments. To be more specific, the mathematical model of linear regression analysis used in this article is not sufficiently detailed, and indeed has affected the accuracy of most of the experimental results, thus affecting the reliability of the final conclusion. So I'm skeptical about the conclusions of the next stages of the experiment. And I think that the sample size of the analysis model is not representative and convincing, because it is too small and limited. For example, in the ethnic classification of minorities, the sample size in Asia is only 1, and the minority races, except whites, are simply Asian-Americans and Hispanic-Americans. Such a small sample cannot explain the selection bias of the entire group. Surely there are many pros in this article, as we can see, a large number of scholarly opinions used to support and introduce some necessary concepts and arguments. For example, Sirgy's self-image congruity theory is used to explain and propose the relationship between the most specific aspect of the self-concept and brand preference in order to correctly propose key viewpoints. Of note, Morgan A. Ilaw is a senior analyst at a company called Vital Findings, which specializes in market research. This essay analyzes a large amount of data to prove its points, which is very convenient for readers of this journal, including undergraduate and graduate students. Likewise, the article also mentions that it is very suitable for marketers and advertisers in need because it helps them streamline their marketing plans effectively.