Cuing Consumer Identity Salience: the Moderating Role of Consumer Boundaries

Jodie Whelan, Ivey Business School, Western University, Canada
Miranda Goode, Ivey Business School, Western University, Canada
June Cotte, Ivey Business School, Western University, Canada
Drawing upon boundary theory, we (a) propose that individuals erect consumer boundaries to manage when and where a consumer identity is situationally cued, (b) develop a scale to measure consumer boundary strength, and (c) demonstrate that this measure moderates the relationship between a consumer cue and consumer identity salience.
[ to cite ]:
Jodie Whelan, Miranda Goode, and June Cotte (2013) ,"Cuing Consumer Identity Salience: the Moderating Role of Consumer Boundaries", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.