Good Bye, Old Self!: the Transformation of Self-Identity

Past research on social identity has focused on which identity affects consumers’ brand preferences, but little is known about how consumers are influenced during the transformation of self-identity. In this research, we investigate the effect of a former identity, in the context of student identity.



Citation:

Woo Jin Choi and Ji Yun Kang (2011) ,"Good Bye, Old Self!: the Transformation of Self-Identity", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 772-773.

Authors

Woo Jin Choi, Texas A&M University, USA
Ji Yun Kang, Texas State University, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

P10. Omission Bias in the Gain vs. Loss Domain

Jen H. Park, Stanford University, USA

Read More

Featured

Narrative Transportation and Cognitive Responses: The Other Side of the Story

Rebecca Krause, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More

Featured

Digital Storytelling and Post-Trust Online Sperm Marketing

Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France

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.