One Or Many?: Examining Consumption Experiences From the Lens of Multiple Selves

This paper explores multiplicity in consumers’ self-concepts and their relationship with consumption experiences. The study uses dialogical self theory to understand the multiple voices in consumers. A mixed-method approach was used in order to understand consumers’ selves. Metaphor analysis was then used to understand informants’ consumption experiences at a general level and from the perspective of each of the selves. The findings illustrate that the same consumption object or experience can evoke different sets of feelings for different selves, and that consumption decisions are based on feelings of self that is dominant at the time of consumption. 



Citation:

Shalini Bahl and George Milne (2007) ,"One Or Many?: Examining Consumption Experiences From the Lens of Multiple Selves", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 709-710.

Authors

Shalini Bahl, University of Utah, U.S.A.
George Milne, University of Massachusetts Amherst, U.S.A.



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance

Wided Batat, American University Beirut

Read More

Featured

If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption

Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln

Read More

Featured

Feature A Benefactor or A Victim? How Charity Appeals with Different Protagonist Foci Affect Donation Behavior

Bingqing (Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, 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.