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 MoreFeatured
With or Without You: When Second Person Pronouns Engage Listeners
Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA
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
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