Cuing Consumer Identity Salience: the Moderating Role of Consumer Boundaries

Drawing upon boundary theory, we (a) propose that individuals erect consumer boundaries to manage when and where a consumer identity is situationally cued, (b) develop a scale to measure consumer boundary strength, and (c) demonstrate that this measure moderates the relationship between a consumer cue and consumer identity salience.



Citation:

Jodie Whelan, Miranda Goode, and June Cotte (2013) ,"Cuing Consumer Identity Salience: the Moderating Role of Consumer Boundaries", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Jodie Whelan, Ivey Business School, Western University, Canada
Miranda Goode, Ivey Business School, Western University, Canada
June Cotte, Ivey Business School, Western University, Canada



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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