Use of internet has given rise to many ethical and other issues related to the consumer behaviour. Companies today are using the medium of internet to attract the customers and in this technique the most important ethical boundaries are crossed by the companies. Marketing communication has the strength to influence the self esteem of individuals and this communication can trigger the images of people that are present within the society. This is observed in the advertisements and this can be observed in the advertisement of Maybelline in which a beautiful model is using the mascara. It is said that consumer behaviour is not limited to the rational models but it has extended its borders to an approach that is contemporary and has practical implications. Companies are now targeting the customers on the basis of artistic traits. Self obsession becomes an important and hot topic today. This is sometimes linked with the self esteem of the individuals and famous brands like Gillette when use Tiger woods’ in their advertisement focus on this element of self esteem. Self esteem has strong and clear relationship with consumer behaviour. If the self esteem of an individual is high he or she would like to consume the products that have an image of high self esteem. In the advertisement of Gillette it can be noted clearly that portraying one of the top and most successful sports player of the world will give them a target audience that is having high self esteem. This is how companies use of consumer behaviour model in attracting the customers.