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



Share Proceeding

Featured papers

See More

Featured

R14. Are Lonely Consumers Loyal Consumers? Loneliness Breadth and Depth

Eunyoung Jang, Oklahoma State University, USA
Zachary Arens, Oklahoma State University, USA

Read More

Featured

How Matte Product Surface Enhances Perceived Durability

Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore

Read More

Featured

Moral Arguments Are Most Persuasive in Changing Attitudes of Opponents of Genetically Modified Foods

Sydney Scott, Washington University, USA
Yoel Inbar, University of Toronto, Canada
Paul Rozin, University of Pennsylvania, 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.