In the Land of the Morning Calm: Exploring How Ex-American Soldiers Construct and Maintain Identity By Recycling Past Experiences
Three methods are used to explore how consumers maintain and construct a part of their identity from past experiences as American soldiers in Korea. The author uses text analysis, photographic analysis, and introspection to identify and discuss emerging themes that help our understanding of how individuals reach into their past for material to feed their present identity and how this may relate to consumer behavior. Specific examples are presented suggesting that an individuals' past experiences influence their present day consumer behavior.
Charles McMellon (2005) ,"In the Land of the Morning Calm: Exploring How Ex-American Soldiers Construct and Maintain Identity By Recycling Past Experiences", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 201-207.
Charles McMellon, Hofstra University
E - European Advances in Consumer Research Volume 7 | 2005
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