I Don’T Need an Agreement on My Inconsistent Consumption Preferences: Multiple Selves and Consumption in Japan
This paper explores multiple selves and their inconsistent consumption preferences among East Asians. We employ dialectical-thinking theory to understand cultural differences towards contradictions. The findings from 28 depth-interviews in Japan illustrate that East Asians, contrary to Westerners, do not feel a need to find an agreement on their inconsistent consumption preferences.
Satoko Suzuki and Akutsu Satoshi (2012) ,"I Don’T Need an Agreement on My Inconsistent Consumption Preferences: Multiple Selves and Consumption in Japan", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 469-474.
Satoko Suzuki, Kyoto University, Japan
Akutsu Satoshi, Hitotsubashi University, Japan
NA - Advances in Consumer Research Volume 40 | 2012
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