Deciphering the Socio-Temporal Dimensions of Consumer Identity Development: a Cultural Genealogy

This research analyzes changes in consumers’ identities over the course of their lives in relation to others and to marketing practices. Findings track a cultural genealogy of consumption identity across first cultural experiences; day to day consumption of products/services/brands; leisure/holiday activity; language utilization; interactions with others; reactions to the target marketing efforts of firms; community development concerns; and personal hopes and dreams. Theoretical contributions provide a more dynamic, and nuanced account of consumer identity development that expands understandings of consumption as a key domain in which groups negotiate cultural difference over time and elaborates the social legitimizing role of market targeting.


Lisa Peñaloza (2010) ,"Deciphering the Socio-Temporal Dimensions of Consumer Identity Development: a Cultural Genealogy", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 10-14 .


Lisa Peñaloza, EDHEC Business School, France


NA - Advances in Consumer Research Volume 37 | 2010

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