In Pursuit of Being Different

This study assumes that individuals’ desires for autonomy as well as concessions to conformity inform consumers’ attempts to create consumption styles that are different. Our interpretive study investigates into willful ignorance, non non-conformity, and defamiliarization practices of Anders-sein–a hybrid but distinct form of identity construction via fashion and lifestyle.


Andrea Hemetsberger and Ralf Weinberger (2012) ,"In Pursuit of Being Different", 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: 502-509.


Andrea Hemetsberger, University of Innsbruck, Austria
Ralf Weinberger, University of Innsbruck, Austria


NA - Advances in Consumer Research Volume 40 | 2012

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