In James B. Twichell's article, "What We Are to Advertisers", he argues how every person has a certain identity and this is shown in "You Are What They Eat: The Influence of Reference” a study conducted by Jennifer Edson Escala and James R. Bettman believes that the type of clothing people buy shapes their identity. It argues that what a person buys can help advertisers target them a certain social group or class. According to Twichell, social groups such as “high-class businessmen” refer to the way in which an identity is formed through the purchase of certain brands of clothing Eat,” Escala and Bettan argue that identity is formed through how branded clothing makes you feel and see yourself. In “You Are What They Eat,” the authors discuss the theoretical development of why people buy certain 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 products are created, they are advertised, and after being advertised, many people with certain identities will purchase the products. When people become part of a stereotype, this leads to increased consumption of similar products related to brands. An example that would support Twichell's thesis is how businessmen relate to certain brands of clothing because the stereotype of a businessman is clean and correct. Most businessmen or "young" businessmen usually buy clothes in stores such as "Express", "Lord and Taylor", "Mens Wearhouse" and many others. An example from "You Are What They Eat" that demonstrates Twichell's argument is: “The set of associations can then be linked to consumers' mental representations of...... half of the paper..... .ászló Zsolnai. Frugality: rebalancing material and spiritual values ​​in economic life. Bern: Peter Lang, 2008. PDF. Coleman, David. “Don't tread on my steel-toed shoes.” New York Times (2008). Premier of academic research. Network. October 29, 2011.Escala, Jennifer Edson. “You Are What They Eat: The Reference Influence YOU ARE WHAT THEY EAT ESCALAS AND BETTMAN Groups on Consumer Connections with Brands.” Journal of Consumer Psychology 13.3 (2003): 339-48. Duke.edu. Network. October 29, 2011.Norton, Anne. "The Signs of Shopping." Signs of Life in the United States: Popular Culture Readings for Writers. Ed. Sonia Maasik and J. Fisher Solomon. Boston: Bedford of St. Martin's, 1994. 101-06. Print.Twichell, James B. What We Are to Advertisers. Signs of Life in the United States: Popular Culture Readings for Writers. Ed. Sonia Maasik and Jack Soloman. 6th ed. Boston: Bedford, 1997. Print.