Consuming “To Have No Self”: Kawaii Consumption in Japanese Women’S Identity Work

Satoko Suzuki, Kyoto University, Japan
Saori Kanno, Komazawa University, Japan
Kosuke Mizukoshi, Tokyo Metropolitan University, Japan
Yoshinori Fujikawa, Hitotsubashi University, Japan
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.