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.
Citation:
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.
Authors
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
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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