212:, "Commercial brands and luxury commodities have come to serve as signifiers of identity in society and legitimized consumer culture that is made visible in terms of its referents: images, commodities and 'high-class' consumption as also their articulation in daily lives of people." Mathur further explained that, "by choice or by compulsion, people interpret and respond to it in different ways as they construct, deconstruct and reconstruct their social identities."
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risk of painting an imaginary world made of equal opportunity and free self-realization. Instead, it is clear, even through observing advertisements which celebrate consumption as a sphere of human realization, that only a particular type of identity, a certain kind of look, a particular way of being in the world, and, apparently, only certain commodities are acknowledged as plainly positive, and that they all demand growing shares of economic and
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without any judgment of body shapes or body measurements, or the ratios of different ethnic groups are imperative to determine any differences. However, differently shaped consumers require differently shaped apparel to accommodate figure variations the classification of female body shapes within a specific country is, however, a challenge due to variations within and across ethnically
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or 'fandom' is a social unit of any size composed of people, known as fans, who are enthusiastically devoted to someone or something, such as a band, sports team, genre, book, movie, or entertainer above other cultural objects. "Peer fans, that is individuals with whom we connect via shared liking of
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Cultivated identity or identity construction and formation is the shaping of a person's beliefs, values, practices, and knowledge; influenced both by cultural systems and by individual actions in attempts to create, enhance, or maintain the views about one's self. The creation and preservation of the
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The social roles we ascribe to ourselves are the basis of our social identities and collectively, these identities form our global self—our overall sense of who we are. This identity-to-global self-path operationalizes social identity theory's guiding premise that one's overall sense of self, derives
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these cultural objects, gather in groups making up for communities of practice around the object of fandom." A definition of fandom indicates two characteristics of these communities: "they are a collective of people (1) who share (2) an appreciation of a (pop) cultural artifacts." In other words, a
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From basic property to define, it is the group of people who can buy qualified goods and services; they do not only buy for the basic need. It would roughly divide the consumers, according to their capability of purchase from the society and from history. A class is marked by a set of conditions, in
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has extensively examined how interactions with products help consumers to shape their identities and selves. Product design, for instance, can elicit infatuation in object–consumer relations. Consumers may become attached and develop relationships to specific material objects, independently of these
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is detached from its roots and marketed to other subcultures through buying the same brand's products. Group members tend to be tightly knit, and they are likely to infer meanings that go beyond the spoken word. Also, we should turn the focus onto the physical part, which is existing and objective
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Regarding consumers' brand perceptions, it was explained that consumer brand consumption is congruent with consumer gender-image, and stated that the gender-self could generate strong gender-congruency effects with regards to brand loyalty. For example, consumers prefer goods or spokespersons that
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A variety of commodities serves as an increasingly sophisticated identity toolkit for the celebration of one's identity. These do not only include unconscious somatic involvement. The idea that everyone in consumer societies is more open to acquiring the lifestyle and identity they desire runs the
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which is fluid across time and place, and increasingly, is downplayed in contemporary social rhetoric. But considering different target of the brands and difficulty in satisfying the critical consumers, more brands prefer to demonstrate their distinct characteristic through some special aesthetic
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People's activities and possessions are organized around their social identities—the multifaceted labels by which their "me" is recognized by themselves and members of society. Identities differ from traits, such as aggressiveness or honesty, in that the latter characterizes how someone behaves
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was a public relations pioneer in the 20th century who sometimes used the theory of consumer identity in order to sell products to desired target groups. One incident of this was the targeting of feminist activists in an attempt to sell more cigarettes to women, branding cigarettes as
382:. Thus, the meaning and value of a brand is not just its ability to express the self, but also its role in helping consumers create and build their self-identities. This is one of the main issues today that cause money hungry corporate officials to hinder other individuals hard work.
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Anderson, L.J., Brannon, L.E., Ulrich, P.V., Presley, A.B., Waronka, D., Grasso, M. & Stevenson, D. (2001) Understanding
Fitting Preferences of Female Consumers: Development an Expert System to Enhance Accurate Sizing Selection, National Textile Centre Annual Report,
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membership and a process of group identification in which people use ethnic labels to define themselves and others. During the process of purchase, it also considers other elements that a product that is formerly associated with a specific
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basis of intergroup discrimination. Tajfel et al. (1971) attempted to identify minimum conditions that would lead members of one group to discriminate for the in-group to which they belonged and against another out-group.
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Young, M. N. (1991). Disposition of possessions during role transitions. In R. Holman & M. Solomon (Eds.), minimal advances in consumer research, Vol. 18. (pp. 33-39). Provo, UT: Association for
Consumer
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is a group of people characterized by a feeling of empathy and companionship with others who share a common interest. In our case, this common interest is the brand. Fans recognize themselves through the
432:'. In another sense, it refers to qualities of sameness, in that persons may associate themselves, or be associated by others, with groups or categories on the basis of some common feature, …".
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John L. Lastovicka, Nancy J. Sirianni
Beloved possessions: Ends or means? Ayalla A. Ruvio, Russell W. Belk (Eds.), The Routledge companion to identity and consumption, Routledge (2013)
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Consumers form connections to brands that become meaningful through this process; self-brand connections measure the extent to which individuals have incorporated brands into their
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are basically ambiguous:"In one sense, the term refers to properties of uniqueness and individuality, the essential differences making a person distinct from all others, as in '
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give rise to the 'common sense' understanding that shopping provides opportunities to assert free choice in a society which proclaims equality and personal responsibility.
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Henri Tajfel's greatest contribution to psychology was the social identity theory. Social identity is a person's sense of who they are, based on their group membership(s).
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one place and time, but the fluidity of the construction, rather than the concept, of class, means that markers change categories like gender and race. It is a persistent
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The identity bestowed on consumers is understood to draw from themes that cut across the different symbolic boundaries that have consolidated in the course of modernity.
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John L. Lastovicka, Nancy J. Sirianni Truly, madly, deeply: Consumers in the throes of material possession love
Journal of Consumer Research, 37 (2) (2011), pp. 323–342
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Byron, Reginald. 1998. Identity. In
Barnard, Alan, Spencer, Jonathan (eds.) Encyclopedia of social and cultural anthropology, p. 292. London & New York: Routledge.
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Fischer, Eileen and
Stephen Arnold J. (1990), "More Than a Labor of Love: Gender Roles and Christmas Gift Shopping," Journal of Consumer Research, 17 (30, 333-45).
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KaelaJubas
Shopping for identity:articulations of gender race and class by critical consumers Social Identities: Journal for the Study of Race, Nation and Culture
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Worth, Leila T., Jeanne Smith, and Diane M. Mackie (1992), "Gender
Schematicity and Preference for Gender-Typed Products," Psychology and Marketing, 9 (1), 17-30.
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Baym, N. K. (2007, August). The new shape of online community: The example of
Swedish independent music fandom.First Monday,12 (8). Retrieved, February 25, 2014
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Sandvoss, C. (2005). One-Dimensional Fan: Toward an
Aesthetic of Fan Texts.American Behavioral Scientist,48(7), 822– 839. doi:10.1177/0002764204273170
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McCall, G. J., & Simmons, J. L. (1978). Identities and Interactions: an examination of human associations in everyday life. New York: Free Press.
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Escalas, Jennifer E. and James R. Bettman (2005) - Self-Construal, Reference Groups, and Brand Meaning, Journal of Consumer Research, 32 (December).
291:, to connecting individuals to the rest of the world, to orchestrating an individual's perceptions, to developing one's attitudes about appropriate
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A.C. Ahuvia Beyond the extended self: Loved objects and consumers' identity narratives Journal of Consumer Research, 32 (1) (2005), pp. 171–184
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Ball, A.D. and Tasaki, L H, 1992, 'The role and measurement of attachment in Consumer Behavior', Journal of Consumer Psychology, Vol 1, No.2.
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Tajfel (1979) proposed that the groups (e.g. social class, family, football team, etc.), which people belonged to were a source of pride and
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Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. The social psychology of intergroup relations?, 33, 47
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within an Identity. Social identities (accountant, golfer, parent) are derived from social roles, but they are not the same. Roles are
398:, and allowing one to differentiate oneself and assert one's individuality. Possessions can also serve a social purpose by reflecting
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prescriptions, behaviors expected of those occupying a particular position in society, and in that sense, they partition a society.
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Sirgy, Joseph M. (1982), "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, 9 (3), 287-99.
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Pisut, G. & Connell, L.J. (2007) Fit preferences of female consumers in USA. Journal of Fashion Marketing, 11, 366–379.
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Sirgy, Joseph M. (1986), Self-Congruity: Toward a Theory of Personality and Cybernetics, New York:Praeger Publishers.
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Fry, Joseph N. (1971), "Personality Variables and Cigarette Brand Choice," Journal of MarketingResearch, 8, 298-304.
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Bem, Sandra, L. (1981), "Gender Schema Theory: A Cognitive Account of Sex Typing," Psychological Review, 88, 354-64.
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P.T. Costa Jr., R.R. McCraeFour Ways Five Factors Are Basic Personality and Individual Differences, 13 (1992)
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Muniz, Albert M. and Thomas C. O'Guinn (2001) - Brand Community, Journal of Consumer Research, 27 (March);
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Dr Roberta Sassatelli-Consumer Culture_ History, Theory and Politics-Sage Publications Ltd (2007) page 125
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plays a role in consumer behavior and the construction of consumer identity. Varying from assisting in
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Burke, P. J., & Tully, J. C. (1977). The measurement of role identity. Social Forces, 55, 881-897.
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was developed by Tajfel and Turner in 1979. Their theory was originally developed to understand the
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Dr Roberta Sassatelli, Consumer Culture History, Theory and Politics, Sage Publications Ltd. 2007
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Consumers construct their identities through their brand choices based on congruence between
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Identity construction is a key issue in anthropological study. In an
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self is signaled to others through the exchange of identity capital.
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One of the most prominent features of the modern era is the rise of
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and the availability of different varieties of merchandise in an
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which was made possible by the emergence of a major
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may be too technical for most readers to understand
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543:R.W. Belk The double nature of collecting:
50:Learn how and when to remove these messages
509:Consumer Culture, Modernity, and Identity
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87:of all important aspects of the article.
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