Consumer Minimalism As Identity Curation Process

Results from interviews across capsule wardrobe, tiny house, vanlife, and minimal lifestyle segments reveal the transition into minimalism is an identity curation process that includes defining the present self, maintaining focus on the present self during editing decisions (dispossession, retention, acquisition), and actively maintaining one’s collection of “just enough” possessions.


Daniele Mathras and Katherine Hayes (2019) ,"Consumer Minimalism As Identity Curation Process", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 768-769.


Daniele Mathras, Northeastern University, USA
Katherine Hayes, Northeastern University, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


The Best of Both Worlds: Androgyny in Consumer Choice

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

Read More


Improving Customer Satisfaction Online through Valence Matching

Hannah Perfecto, Washington University, USA
Leif D. Nelson, University of California Berkeley, USA

Read More


The Self-Perception Connection: Why Consumers Devalue Unattractive Produce

Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State 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.