How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption

When a consumer’s identity is salient, research shows that they consume consistently with their self-concept. In this work, we explore how the use of unconstructed identities, or identities that do not contain a self-schema in the mind of the consumer, results in less consistent identity-relevant behavior.



Citation:

Tracy Rank-Christman and Lauren Poupis (2018) ,"How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 270-275.

Authors

Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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