Consuming “To Have No Self”: Kawaii Consumption in Japanese Women’S Identity Work

This paper explores consumption and identity using data collected in Japan. We find that consumptions are sometimes used to “eliminate” a sense of self, contrary to past researches proposing “extended self.” In the society where self-expression has less significance, possessions don’t necessarily define individuals or aid in maintaining their identity.



Citation:

Satoko Suzuki, Saori Kanno, Kosuke Mizukoshi, and Yoshinori Fujikawa (2016) ,"Consuming “To Have No Self”: Kawaii Consumption in Japanese Women’S Identity Work", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 348-352.

Authors

Satoko Suzuki, Kyoto University, Japan
Saori Kanno, Komazawa University, Japan
Kosuke Mizukoshi, Tokyo Metropolitan University, Japan
Yoshinori Fujikawa, Hitotsubashi University, Japan



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

B10. Wearing V Neck, Getting More Trust: An Evolutionary Psychology Approach to Examine the Effect of Collar Style on Trust

jialiang xu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
chenbo zhong, University of Toronto, Canada

Read More

Featured

N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

Liminality, Portals, and Narratives of Transformation

Laetitia Mimoun, HEC Paris, France
Fleura Bardhi, City University of London, UK

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.