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Why Consumers Choose Brand Names Over Generic Products: The Quest for Quality and the Status Symbol. This paper explores the conditions that motivate consumers to seek out these brand names over the less expensive generic alternatives, and why these conditions exist even within a society where every penny of every paycheck seems allocated towards a different purpose. This paper demonstrates that the brand names are selected primarily for two reasons, which can be generalized as increased quality and enhanced social status. This paper achieves this goal through referring to the works of Michael Schudson and Susan Strasser.
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