The Same Objects Mean Completely Different Things That Unite Us All
We explore how community members negotiate tensions between being an autonomous individual and being a member of a community by embedding individualized meanings into a shared community symbol without sacrificing its shared meanings. Conclusions with regard to the meaning of objects and the nature of object-person relationships are offered.
Joachim Scholz and Jay M. Handelman (2011) ,"The Same Objects Mean Completely Different Things That Unite Us All", 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: 811-812.
Joachim Scholz, Queen’s University, Canada
Jay M. Handelman, Queen’s University, Canada
NA - Advances in Consumer Research Volume 39 | 2011
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Xiuping Li, National University of Singapore, Singapore
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Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
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