Identity Shifts and the Decision to Consume

Results from a series of focus groups conducted among women trying to conceive a baby, together with a textual analysis of home ovulation test cartons, provide insights into how identity shifts influence decisions to consume. While, gender identity is initially reinforced by avoiding consumption of home ovulation tests, later, the changing identity is reinforced by consuming such fertility aids. The results also support for the idea that purchase avoidance can be a successful identity reinforcing strategy.


Jane Machin (2007) ,"Identity Shifts and the Decision to Consume", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 543-545.


Jane Machin, Wharton


NA - Advances in Consumer Research Volume 34 | 2007

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