Identity Refusal and the Non-Drinking Self

We examine the identity refusal work of non-drinking university students who contest the collective ‘non-drinker’ identity by employing a range of identity refusal positions. We outline these positions and contribute to theoretical development in the CCT identity projects stream. This identity refusal risks providing support for the stigmatized non-drinker identity.


Emma Banister, Maria Piacentini, and Anthony Grimes (2015) ,"Identity Refusal and the Non-Drinking Self", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 457-458.


Emma Banister, Manchester University, UK
Maria Piacentini, Lancaster University, UK
Anthony Grimes, Manchester University


NA - Advances in Consumer Research Volume 43 | 2015

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