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Identity, self and consumption: A conceptual framework

96 citations0/0 files storedJournal of Marketing Management

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

Abstract

The focus of traditional models of consumer behaviour has been on positive aspects of choice at the micro level (product or brand level) of decision‐making. This paper argues for the development of broader models of consumer behaviour at the macro level of cumulative consumption to contribute to marketers’ understanding of consumer behaviour in the next 25 years. A model is proposed which embraces both positive and negative aspects of consumer decision‐making, linked to the creation, maintenance and enhancement of identity. The findings from a study of UK mail‐order shoppers indicate that patterns can be found in consumers’ stream of consumption choices and anti‐choices. It is argued that broader models would provide an additional framework for understanding and investigating patterns of consumer behaviour.

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2025Advances in Consumer Research 2015Mind, Self, and Society 1982Self-Concept in Consumer Behavior: A Critical Review 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods 1971The Theory of Buyer Behavior 1993River Magic: Extraordinary Experience and the Extended Service Encounter 1951Client-Centered Therapy: Its Current Practice, Implications and Theory 2019The theory of the leisure class: an economic study of institutions

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