A marketer of a women's hair care products targeting Chinese customers created an advertising message that told women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of customers'___.
a. social class
b. life-cycle stage
c. self-concept
d. status
e. role
Answer: c. self-concept
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Principles of Marketing
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