What Makes Us “Us”: Finding and Expressing the Self Through Identity-Driven Consumption in Uncertain Times

This special session brings together four papers exploring the novel implications of owning, using, and choosing identity-linked products and the identity-driven effects of life transitions on our consumption behavior. Together they contribute to the literature on the bidirectional link between our self-concepts and consumption preferences.


Ekin Ok, Aylin Cakanlar, Hristina Nikolova, Guanzhong Du, Kobe Millet, Aylin Aydinli, Jennifer Argo, Sara Dommer, Karen Page Winterich, Linda Court Salisbury, and Gergana Nenkov (2021) ,"What Makes Us “Us”: Finding and Expressing the Self Through Identity-Driven Consumption in Uncertain Times", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 756-761.


Ekin Ok, University of British Columbia
Aylin Cakanlar, Stockholm University
Hristina Nikolova, Boston College
Guanzhong Du, University of British Columbia
Kobe Millet, Vrije Universiteit Amsterdam
Aylin Aydinli, Vrije Universiteit Amsterdam
Jennifer Argo, University of Alberta
Sara Dommer, Pennsylvania State Univeristy
Karen Page Winterich, The Pennsylvania State University
Linda Court Salisbury, Boston College
Gergana Nenkov, Boston College


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


M11. Motivated to Be Moral: The Effect of Nostalgia on Consumers’ Recycling Behavior

Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China

Read More


G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University

Read More


Show Me More! Powerlessness Drives Variety Seeking

Wangshuai Wang, Shanghai University of International Business and Economics
Raj Raghunathan, University of Texas at Austin, USA
Dinesh Gauri, University of Arkansas, 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.