Not So Happily Ever After: Narrative Escapes From Unsustainable Identity Projects

This paper extends the literature on consumer identity by investigating unsustainable identity projects. It is based on a study of aspiring fashion models and focuses on the cultural narratives models embrace when they begin their careers, those they drift toward at later points, and the process entailed in abandoning an identity project. The paper furthers our understanding of how consumers deal with the dissolution of an identity project, in this case, the consumption of the “model life,” and how they use alternative cultural narratives to help them cope with disappointment.



Citation:

Marie-Agnes Parmentier and Eileen Fischer (2007) ,"Not So Happily Ever After: Narrative Escapes From Unsustainable Identity Projects", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 446-450.

Authors

Marie-Agnes Parmentier, York University, Schulich School of Business, Toronto, Canada
Eileen Fischer, York University, Schulich School of Business, Toronto, Canada



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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