Abstract
Many consumer behaviour researchers suggest that 'consumers are what they consume'. This assertion could be the slogan of 'Nike Corporation'. This firm is a reference to Publicity and Marketing in our days. The goal of marketing tools is to suggest to consumers that they are what they consume. People who buy the brand buy the image of the product too. When Solomon suggested that 'you are what you consume', he wanted to refer to the link that exists between the consumer and the product. But is this quotation really true in all cases?
