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

Share Proceeding

Featured papers

See More


H4. Anthropomorphism Moderates the Effect of Ownership on Self Perceptions

Qiang Zhou, University of Texas at San Antonio, USA
Dengfeng Yan, University of Texas at San Antonio, USA

Read More


I6. How Does Runner’s World Shape a Runner’s World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising

Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada

Read More


Communicating a Promise of Change: Visual Steps Enhance Process Imagery

Luca Cian, University of Virginia, USA
aradhna krishna, University of Michigan, USA
Chiara Longoni, Boston University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.