One Or Many?: Examining Consumption Experiences From the Lens of Multiple Selves

Shalini Bahl, University of Utah, U.S.A.
George Milne, University of Massachusetts Amherst, U.S.A.
This paper explores multiplicity in consumers’ self-concepts and their relationship with consumption experiences. The study uses dialogical self theory to understand the multiple voices in consumers. A mixed-method approach was used in order to understand consumers’ selves. Metaphor analysis was then used to understand informants’ consumption experiences at a general level and from the perspective of each of the selves. The findings illustrate that the same consumption object or experience can evoke different sets of feelings for different selves, and that consumption decisions are based on feelings of self that is dominant at the time of consumption. 
[ to cite ]:
Shalini Bahl and George Milne (2007) ,"One Or Many?: Examining Consumption Experiences From the Lens of Multiple Selves", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 709-710.