Good Bye, Old Self!: the Transformation of Self-Identity

Woo Jin Choi, Texas A&M University, USA
Ji Yun Kang, Texas State University, USA
Past research on social identity has focused on which identity affects consumers’ brand preferences, but little is known about how consumers are influenced during the transformation of self-identity. In this research, we investigate the effect of a former identity, in the context of student identity.
[ to cite ]:
Woo Jin Choi and Ji Yun Kang (2011) ,"Good Bye, Old Self!: the Transformation of Self-Identity", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 772-773.