Multiple Motives, Multiple Selves: What Motivates Consumption

Tracy Harmon, Syracuse University, USA
Anand Kumar, University of South Florida, USA
David Ortinau, University of South Florida, USA
This study reports results of an exploratory empirical study investigating the ability of various identity motives in predicting identity centrality. Using multiple regression, the results indicate motives of recognition and continuity were positive predictors of identity centrality; and the belonging and security motives were positive predictors of self-brand connections. Additionally, identity centrality was found to mediate the relationship between identity motives and self-brand connections. Based on our findings, great potential lies in exploring motives beyond self-esteem and self-consistency in self-brand interactions.
[ to cite ]:
Tracy Harmon, Anand Kumar, and David Ortinau (2009) ,"Multiple Motives, Multiple Selves: What Motivates Consumption", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1010-1011.