A Beautiful Min(D): the Multiple-Identity Network As a Framework For Integrating Identity-Based Consumer Behavior
It is now established that individual consumers have multiple identities that drive consumption behavior. Although multiple-identity research is growing, it has yet to adopt an integrative framework. Drawing on classic social-cognitive theories, the present research offers a simple, unifying model: the Multiple-Identity Network. Extant and future research are discussed.
Julian K Saint Clair (2018) ,"A Beautiful Min(D): the Multiple-Identity Network As a Framework For Integrating Identity-Based Consumer Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 386-391.
Julian K Saint Clair, Loyola Marymount University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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