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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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