The Same Objects Mean Completely Different Things That Unite Us All

Joachim Scholz, Queen’s University, Canada
Jay M. Handelman, Queen’s University, Canada
We explore how community members negotiate tensions between being an autonomous individual and being a member of a community by embedding individualized meanings into a shared community symbol without sacrificing its shared meanings. Conclusions with regard to the meaning of objects and the nature of object-person relationships are offered.
[ to cite ]:
Joachim Scholz and Jay M. Handelman (2011) ,"The Same Objects Mean Completely Different Things That Unite Us All", 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: 811-812.