Images of Identity in Consumer Research: a Study of the Worship, Experimentation, Community and Domination of Signs

Lauren Gurrieri, Griffith Univesity, Australia
Helene Cherrier, Griffith Univesity, Australia
This paper seeks to understand how consumers negotiate contested symbolic meanings ‘permanently’ marked on the body. It offers four images of identity – assumed, trialled, tribal and trapped. In doing so, the research aims to provide a metaphorical understanding of identity work in consumer research.
[ to cite ]:
Lauren Gurrieri and Helene Cherrier (2011) ,"Images of Identity in Consumer Research: a Study of the Worship, Experimentation, Community and Domination of Signs", 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: 360-365.