Identity, self and consumption: A conceptual framework

Publisher Website
Google Scholar
Abstract
The focus of traditional models of consumer behaviour has been on positive aspects of choice at the micro level (product or brand level) of decision‐making. This paper argues for the development of broader models of consumer behaviour at the macro level of cumulative consumption to contribute to marketers’ understanding of consumer behaviour in the next 25 years. A model is proposed which embraces both positive and negative aspects of consumer decision‐making, linked to the creation, maintenance and enhancement of identity. The findings from a study of UK mail‐order shoppers indicate that patterns can be found in consumers’ stream of consumption choices and anti‐choices. It is argued that broader models would provide an additional framework for understanding and investigating patterns of consumer behaviour.