Negotiating the Boundary Between the Self and the Other: Individuation and Association Through Socially-Visible Brand Use

This study examines how consumers create and communicate their identity through the use of socially-visible brands. Drawing on social psychology and consumer culture theory, the Boundary Negotiation Framework is presented, and used to illustrate how socially-visible brands can aid in the identity negotiation process between an individual and society.



Citation:

Heather Schulz and Patricia Stout (2011) ,"Negotiating the Boundary Between the Self and the Other: Individuation and Association Through Socially-Visible Brand Use", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Heather Schulz, University of Texas at Austin, USA
Patricia Stout, University of Texas at Austin, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

A2. A Window to the Brand's Soul: How Models' Eyes Affect Consumers' Attitudes

Maria Giulia Trupia, IESE Business School
Martina Cossu, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy

Read More

Featured

Inferring Personality from Solo vs. Accompanied Consumption: When Solo Consumers are Perceived to be More Open

Yuechen Wu, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA

Read More

Featured

H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market

Hao Wang, University of South Florida, 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.