Rooting Value: Identity Negotiations From Juxtaposing Past With Present

Leah Carter Schneider, York University, Canada
Julia Creet, York University, Canada
Consumer research has shown that consumers value products for their linking value they provide in connecting consumers one with another. We propose that consumers utilize marketplace resources in ways that link themselves with past generations, in ways that create opportunities for intense identity negotiation. Drawing on consumers in the genealogical market, we identify the "rooting value" of genealogy: a "hobby" that allows for individuals to securely root their notions of self from learning about past generations. Though often rooting activities result in positive feelings of self, conflicting information unearthed in research leads consumers to negotiate who they perceive themselves to be.
[ to cite ]:
Leah Carter Schneider and Julia Creet (2011) ,"Rooting Value: Identity Negotiations From Juxtaposing Past With Present ", 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: 887-888.