The Consumer Role: Core Characteristics and Personal Boundaries

Jodie Whelan, University of Western Ontario, USA
Miranda Goode, University of Western Ontario, Canada
June Cotte, University of Western Ontario, Canada
We present theoretical propositions describing core features of the consumer role and the results of a qualitative, image-based study. We conclude there is a shared social characterization of the consumer role (the consumer role is materialistic, self-focused, empowered, and hopeful); however, an individual's embodiment of the consumer role is highly influenced by the idiosyncratic nature of consumer role boundaries. Theoretical and practical implications are discussed.
[ to cite ]:
Jodie Whelan, Miranda Goode, and June Cotte (2011) ,"The Consumer Role: Core Characteristics and Personal Boundaries", 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: 200-201.