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 MoreFeatured
Can “Related Articles” Correct Misperceptions from False Information on Social Media?
Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA
Featured
Q8. Avatars, Consumers and Possession in Online Gaming
Feihong Hu, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK
Featured
F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance
Wided Batat, American University Beirut