A Sense of Who We Are: How Tv Viewing Contributes to Negotiating Couple Identity

This paper advances the understanding of the shared identity of couples through consumption. Using individual and group interviews, we explore how couple identity is created, negotiated, and enacted through the consumption of TV series. We identify the factors influencing the different levels of couple identity, collective, relational and individual.


Julien Schmitt and Mathilde Lapostolle (2020) ,"A Sense of Who We Are: How Tv Viewing Contributes to Negotiating Couple Identity", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 659-660.


Julien Schmitt, ESCP Europe, France
Mathilde Lapostolle, ESCP Europe, France


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Restrained by Resources: The Joint Effect of Scarcity Cues and Childhood Socioeconomic Status (SES) on Consumer Preference for Feasibility

Lili Wang, Zhejiang University
Yanfen You, New Mexico State University, USA
Chun-Ming Yang, Ming Chuan University, Taiwan

Read More


The Influence of Goal Specificity on Planning Effectiveness: A Meta-Analysis

Ekaterina Napolova, University of Technology Sydney
Francois Carrillat, University of Technology Sydney
Leona Tam, University of Technology Sydney

Read More


A Beautiful MIN(D): The Multiple-Identity Network as a Framework for Integrating Identity-Based Consumer Behavior

Julian K Saint Clair, Loyola Marymount 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.