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

Self-Producer`s Journey: Identity Construction and Transformation in Self-Production

S. Sinem Atakan, Ozyegin University, Turkey
Mina Seraj, Ozyegin University, Turkey

Read More

Featured

Perceptions of Epistemic vs. Aleatory Uncertainty Affect Stock Investment

Daniel Walters, INSEAD, France
Gulden Ulkumen, University of Southern California, USA
Carsten Erner, FS Card
David Tannebaum, University of Utah, USA
Craig Fox, University of California Los Angeles, USA

Read More

Featured

Non-normative influence of self-decided prices on product-related inferences

Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, 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.