Consuming “To Have No Self”: Kawaii Consumption in Japanese Women’S Identity Work
This paper explores consumption and identity using data collected in Japan. We find that consumptions are sometimes used to “eliminate” a sense of self, contrary to past researches proposing “extended self.” In the society where self-expression has less significance, possessions don’t necessarily define individuals or aid in maintaining their identity.
[ to cite ]:
Satoko Suzuki, Saori Kanno, Kosuke Mizukoshi, and Yoshinori Fujikawa (2016) ,"Consuming “To Have No Self”: Kawaii Consumption in Japanese Women’S Identity Work", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 348-352.