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.
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.
Heather Schulz, University of Texas at Austin, USA
Patricia Stout, University of Texas at Austin, USA
NA - Advances in Consumer Research Volume 38 | 2011
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
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
H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market
Hao Wang, University of South Florida, USA