Deciphering the Socio-Temporal Dimensions of Consumer Identity Development: a Cultural Genealogy

Lisa Peñaloza, EDHEC Business School, France
This research analyzes changes in consumers’ identities over the course of their lives in relation to others and to marketing practices. Findings track a cultural genealogy of consumption identity across first cultural experiences; day to day consumption of products/services/brands; leisure/holiday activity; language utilization; interactions with others; reactions to the target marketing efforts of firms; community development concerns; and personal hopes and dreams. Theoretical contributions provide a more dynamic, and nuanced account of consumer identity development that expands understandings of consumption as a key domain in which groups negotiate cultural difference over time and elaborates the social legitimizing role of market targeting.
[ to cite ]:
Lisa Peñaloza (2010) ,"Deciphering the Socio-Temporal Dimensions of Consumer Identity Development: a Cultural Genealogy", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 10-14 .