Consumer Self-Awareness

1. Perfectionism

1.1. Generation gaps

1.1.1. Digitalization

1.2. Dichotomous thinking

1.3. Performance

1.3.1. Work-Life balance

2. Personalization

2.1. Digital Marketing

2.1.1. Personalised advertisement

2.2. Social media

2.3. Service differenciation

2.4. Big Data

2.4.1. Customer history and preference

3. Brand Association

3.1. Brand resonance

3.1.1. Brand loyalty

3.2. Customer Based Brand Equity

3.2.1. Brand loyalty

3.3. Brand Familiarisation/Recognition

4. Individualism

4.1. Product Preference Fluency

4.2. Personal development

5. Healthification

5.1. Food trends

5.2. Self-Care

6. Co-Creation

6.1. Variety-Seeking

6.2. Jointly creating value

6.3. Interaction

7. Need-for-Speed

7.1. Millennials

7.2. Purchasing power

7.3. Fast dominate slow