Brands and Othering: a Study of Children’S Social Identity Formation

Brands and Othering: A Study of Children’s Social Identity Formation This paper examines the role brands play in the formation of children’s social identities. Identity is something that is under constant change and formed through similarities and differences to the Other. In this process, brands play a prominent role. Our study shows that children construct their social identities largely through articulating difference from and similarity to others. In focus group discussions, children were found creating a world through discourse, in which some were included and others excluded. These discursive practices of exclusion and inclusion through which the children constructed their identities were performed on three levels: peers, reference groups and cultural models.



Citation:

Terhi Väistö, Johanna Moisander, and Sammy Toyoki (2011) ,"Brands and Othering: a Study of Children’S Social Identity Formation", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 607-608.

Authors

Terhi Väistö, Aalto University School of Economics
Johanna Moisander, Aalto University School of Economics
Sammy Toyoki, Aalto University School of Economics



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Q12. Exploring Effects of Perceived Authenticity Of Instagram Models on Aad and Buying Intentions

Heather Shoenberger, University of Oregon, USA
Eunjin Kim, Southern Methodist University, USA

Read More

Featured

In Pursuit of Imperfection: How Flawed Products Can Reveal Valuable Process Information

Erin P Carter, University of Maine
Peter McGraw, University of Colorado, USA

Read More

Featured

K1. The Impact of Moral Violation and Advertising Appeals on Brand Attitude

Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China
Beixi Wen, Renmin University of China

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.