Once Upon a Time: Childhood Relationships and Their Role in the Self-Memory System

Depth interviews are combined with netnographic inquiry in order to explore consumers’ relationships with consumption artifacts from childhood. Fournier (1998) referred to these relationships as Childhood Friendships, and defined them as infrequently engaged, affectively laden relationships reminiscent of earlier times that yield comfort and security of the past self. Emergent themes indicate that that Childhood Friendships also play an important role in building and sustaining the current self. Animated spokescharacters provide a useful meaning repository for public presentation of the self in cyberspace since they are pervasive and have become part of the consumer culture.


Paul Connell and Hope Schau (2007) ,"Once Upon a Time: Childhood Relationships and Their Role in the Self-Memory System", 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: 434-437.


Paul Connell, University of Arizona, US
Hope Schau, University of Arizona, US


E - European Advances in Consumer Research Volume 8 | 2007

Share Proceeding

Featured papers

See More


Increasing Tax Salience Alters Investment Behavior

Abigail Sussman, University of Chicago, USA
Daniel Egan, Betterment
Sam Swift, Bowery Farming

Read More


Conjuring Creativity: The Impact of Fear

Ilgım Dara Benoit, Appalachian State University
Elizabeth Miller, University of Massachusetts, USA

Read More


Attribution of Authenticity: The Benefits of Self-Disclosure of Unfavorable Information

Li Jiang, Carnegie Mellon University, USA
Maryam Kouchaki, Northeastern University, USA
Francesca Gino, Harvard Business School, 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.