Article2015

Integrating Identity and Consumption: An Identity Investment Theory

27 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior Consumer Behavior and Market Dynamics

Abstract

The question of how identity influences consumption behavior has moved to the forefront of marketing research. In addressing this question, research has borrowed disparate theoretical frameworks from other disciplines, impairing the ability to understand phenomena unique to marketing—particularly the active role consumers play in choosing and shaping identities and the reciprocal effects of these choices on consumption. This article proposes Identity Investment Theory (IIT), which treats individuals as deliberate actors making identity-focused consumption choices to receive the greatest return. This theory integrates key elements of several existing theories into a parsimonious framework, providing new insights into important marketing phenomena.

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References

1956The Presentation of Self in Everyday Life.1969Stigma: Notes on the Management of Spoiled Identity 1988Possessions and the Extended Self 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 1989A Social Psychologist Discovers Chicago Sociology 1964Stigma: Notes on the Management of Spoiled Identity.2001Brand Community

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