An Exploration of Identity Re-Creation in the Context of Internet Dating

EXTENDED ABSTRACT - Evidence of individuals using their behavior to form and re-form identities has been found in many offline consumer contexts (Arnould and Price 1993; Celsi, Rose, and Leigh, 1993; Kozinets, 2002; Thompson and Troester, 2002), as well as in several online consumer contexts (Kozinets 1997; Schau and Gilly 2003; Schau and Muniz 2002). Although researchers have suggested that both online and offline feedback from others concerning information posted about oneself on the Internet might have an impact on that person’s identity, an explicit examination of the ways in which this feedback affects people’s perceptions of themselves has been absent from previous studies. If identity is truly a social phenomenon as suggested by the symbolic interactionist perspective (Cooley 1902; Mead 1934; Solomon 1983), then feedback from others would be an important part of the identity creation and re-creation process.


Jennifer Yurchisin, Kittichai Watchravesringkan, and Deborah Brown McCabe (2005) ,"An Exploration of Identity Re-Creation in the Context of Internet Dating", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 193-194.


Jennifer Yurchisin, Iowa State University
Kittichai Watchravesringkan, University of North Carolina B Greensboro
Deborah Brown McCabe, Arizona State University (West)


NA - Advances in Consumer Research Volume 32 | 2005

Share Proceeding

Featured papers

See More


Brand Relationships in a "Post-Fact” World

Luciana Velloso, York University, Canada
Eileen Fischer, York University, Canada

Read More


Inside Jokes: Humor as social exclusion

Ovul Sezer, University of North Carolina, USA
Brad Bitterly, University of Pennsylvania, USA
Alison Wood Brooks, Harvard Business School, USA
Maurice Schweitzer, University of Pennsylvania, USA
Michael Norton, Harvard Business School, USA

Read More


E5. Volunteer Motivations for Direct versus Indirect Service

Abigail Schneider, Regis University
Eric Hamerman, Iona College

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.