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.



Citation:

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.

Authors

Julian K Saint Clair, Loyola Marymount University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

With or Without You: When Second Person Pronouns Engage Listeners

Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA

Read More

Featured

F9. Protection against Deception: The Moderating Effects of Knowledge Calibration on Consumer Responses to Ambiguous Advertisement Information

Joel Alan Mohr, Queens University, Canada
Peter A. Dacin, Queens University, Canada

Read More

Featured

Mispredicting Reactions to Gambling Losses and Their Impact on Consumer Choice

Ernest Baskin, Yale University, USA
Nathan Novemsky, Yale University, USA
Robyn LeBoeuf, Washington University, 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.