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. 


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.


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


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Brand Relationships in a "Post-Fact” World

Luciana Velloso, York University, Canada
Eileen Fischer, York University, Canada

Read More


How Mortality Salience Shapes Consumers’ Responses to Brands

Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

Read More


B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing

Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne

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.