I Don’T Need an Agreement on My Inconsistent Consumption Preferences: Multiple Selves and Consumption in Japan

Satoko Suzuki, Kyoto University, Japan
Akutsu Satoshi, Hitotsubashi University, Japan
This paper explores multiple selves and their inconsistent consumption preferences among East Asians. We employ dialectical-thinking theory to understand cultural differences towards contradictions. The findings from 28 depth-interviews in Japan illustrate that East Asians, contrary to Westerners, do not feel a need to find an agreement on their inconsistent consumption preferences.
[ to cite ]:
Satoko Suzuki and Akutsu Satoshi (2012) ,"I Don’T Need an Agreement on My Inconsistent Consumption Preferences: Multiple Selves and Consumption in Japan", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 469-474.