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.


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.


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


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


Human or Robot? The Uncanny Valley in Consumer Robots

Noah Castelo, Columbia University, USA
Bernd Schmitt, Columbia University, USA
Miklos Sarvary, Columbia University, USA

Read More


Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users

Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada

Read More


Inequality and Market (In)efficiency

Serena Hagerty, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

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.