Exploring personality, identity and self-concept among young consumers

Abstract

This chapter aims to contribute to the understanding of the psychological attributes of consumer behaviour among young consumers. It draws on the theoretical advocacy of Cody who has noted a pattern of theoretical inclinations that has seemed foundational in many studies of young consumers and their interaction with consumption. The chapter explains identity, collective identity and collective identity transition among young consumers. It focuses on underlining the importance for marketers to adopt a pro-active approach towards responding effectively to the needs of the consumers and directions for further knowledge development are flagged. The importance of understanding the personality-related concepts of a person's self-image or self-concept and consumption behaviour influence has been reinforced by several scholars. Motivation research 'represents the introduction into consumer or market research of new concepts drawn from the whole range of the social sciences'. Embedded in the social identity driven consumer behaviour conceptualisation is the psychological understanding that culture shapes the psychological mindset of individuals.

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