When Identity Comes With Strings: Nonvoluntary Identity Maintenance and Conflicting Identities
Nonvoluntary identity maintenance (NIM) describes consumption practices required to signal and maintain an identity. We identify an ironic consumption effect such that consumers holding an identity associated with NIM (e.g., woman) and a conflicting identity (e.g., feminist) report high, rather than low, value associated with NIM practices and products.
Mycah Harrold, Chadwick Miller, and Andrew Perkins (2021) ,"When Identity Comes With Strings: Nonvoluntary Identity Maintenance and Conflicting Identities", 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: 474-475.
Mycah Harrold, Washington State University
Chadwick Miller, Washington State University
Andrew Perkins, Washington State University
NA - Advances in Consumer Research Volume 49 | 2021
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