How Mother-Daughter Purchase Interaction Affects Daughter’S Situational Self Construction in Japan

While situational self concept has been regarded as an explanatory factor for brand-choice, how the situational self is constructed has not been investigated. Our study highlights the situational dependence of the self construction process itself, by showing that the self is affected by the person’s relations with a significant other.



Citation:

Mototaka Sakashita and *Junko Kimura (2020) ,"How Mother-Daughter Purchase Interaction Affects Daughter’S Situational Self Construction in Japan", 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: 108-114.

Authors

Mototaka Sakashita, Keio Univeristy
*Junko Kimura, Hosei University, Japan



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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