In James B. Twichell's article, "What We Are to Advertisers", he discusses how each person has a certain identity and this is shown in "You Are What They Eat: The Reference Influence,” a study conducted by Jennifer Edson Escala and James R. Bettman. Twichell believes that the type of clothing people buy shapes their identity. He argues that what a person buys can help advertisers target a certain group or social class. According to Twichell, social groups like "high-class businessmen" are linked to the way an identity is formed through the purchase of certain brands of clothing. In “You are What They Eat,” Escala and Bettan argue that identity is formed through the way designer clothing makes a person feel and see themselves. In “You Are What They Eat,” the authors discuss the theoretical development of why people buy certain products. brands. For example, Twichell states, “Mass production means mass marketing, and mass marketing means the creation of mass stereotypes” (Twichell 192). In the example, Twichell means that as more and more products are created, they are advertised, and once the advertising is done, many people of certain identities will buy the products. When people fit into a stereotype, it leads to increased consumption of similar brand-related products. An example that could support Twichell's argument is how businessmen relate to certain clothing brands because a businessman stereotype is clean and appropriate. Most businessmen or "young" businessmen usually buy clothes in stores like "Express", "Lord and Taylor", "Mens Wearhouse" and many others. An example from "You Are What They Eat" that proves Twichell's argument is the following: "The set of associations can then be linked to consumers' mental representations of...... middle of paper ... ...aszló Zsolnai. Frugality: rebalancing material and spiritual values ​​in economic life. Bern: Peter Lang, 2008. PDF. Coleman, David. “Don’t step on my steel-toed shoes.” New York Times (2008). Premier Academic Research. Internet. October 29, 2011.Escala, Jennifer Edson. "You are what they eat: the influence of the reference YOU ARE WHAT THEY EAT ESCALAS AND BETTMAN Groups on consumers' links with brands." Journal of Consumer Psychology 13.3 (2003): 339-48. Duke.edu. Internet. October 29, 2011. Norton, Anne. “The signs of shopping”. Signs of Life in the United States: Readings on Popular Culture for Writers. Ed. Sonia Maasik and J. Fisher Solomon. Boston: St. Martin's Bedford, 1994. 101-06. Print.Twichell, James B. What We Are to Advertisers. Signs of Life in the United States: Readings on Popular Culture for Writers. Ed. Sonia Maasik and Jack Soloman. 6th ed. Boston: Bedford, 1997. Print.