The Consumer Role: Core Characteristics and Personal Boundaries

We present theoretical propositions describing core features of the consumer role and the results of a qualitative, image-based study. We conclude there is a shared social characterization of the consumer role (the consumer role is materialistic, self-focused, empowered, and hopeful); however, an individual's embodiment of the consumer role is highly influenced by the idiosyncratic nature of consumer role boundaries. Theoretical and practical implications are discussed.



Citation:

Jodie Whelan, Miranda Goode, and June Cotte (2011) ,"The Consumer Role: Core Characteristics and Personal Boundaries", 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: 200-201.

Authors

Jodie Whelan, University of Western Ontario, USA
Miranda Goode, University of Western Ontario, Canada
June Cotte, University of Western Ontario, Canada



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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