In some matured market like Japan, some product categories encounter the situation that has difﬁculty in differentiation of product from one another. In those categories, consumers do not select products by its functional feature. A hypothesis was set to this phenomenon, which is, consumers select products as means of self-presentation. In order to verify this hypothesis, self-presentation scale was developed and relations with attitudes towards product were studied with correlation analysis on college students. Results showed some signiﬁcant correlation between self-presentation personality and product selection.