Negotiating the Boundary Between the Self and the Other: Individuation and Association Through Socially-Visible Brand Use

Heather Schulz, University of Texas at Austin, USA
Patricia Stout, University of Texas at Austin, USA
This study examines how consumers create and communicate their identity through the use of socially-visible brands. Drawing on social psychology and consumer culture theory, the Boundary Negotiation Framework is presented, and used to illustrate how socially-visible brands can aid in the identity negotiation process between an individual and society.
[ to cite ]:
Heather Schulz and Patricia Stout (2011) ,"Negotiating the Boundary Between the Self and the Other: Individuation and Association Through Socially-Visible Brand Use", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.