Beyond Consumer Boundaries: a Conceptual Model For Understanding the Consumer Role and Its Impact on Behavior

Jodie Whelan, Richard Ivey School of Business, Canada
Despite living in a consumer society, little is known about the consumer role. This article presents a conceptual framework that examines what it means to be a consumer and how the consumer role can impact behavior––both within and beyond the consumer context.
[ to cite ]:
Jodie Whelan (2011) ,"Beyond Consumer Boundaries: a Conceptual Model For Understanding the Consumer Role and Its Impact on Behavior ", 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.