Skip to main content Accessibility help

We use cookies to distinguish you from other users and to provide you with a better experience on our websites. Close this message to accept cookies or find out how to manage your cookie settings.

Close cookie message
×
  1. Home
  2. Search

Refine search

Refine search

Access:
Content type:
Publication date:
Apply   From and To filters
Subject: Show more
Journals Show more
Publishers: Show more
Societies Show more
Series: Show more
Collections: Show more

Actions for selected content:

Select all | Deselect all
  • View selected items
  • Export citations
  • Download PDF (zip)
  • Save to Kindle
  • Save to Dropbox
  • Save to Google Drive

Save Search

You can save your searches here and later view and run them again in "My saved searches".

Please provide a title, maximum of 40 characters.
Cancel
×

1 results

  • 7 - Consumer Identity: A Comprehensive Review and Integration of Contemporary Research

  • from 1 - Consumer Psychology of Individuals
  • Edited by Cait Lamberton, Wharton School, University of Pennsylvania, Derek D. Rucker, Kellogg School, Northwestern University, Illinois, Stephen A. Spiller, Anderson School, University of California, Los Angeles
  • Book:
    The Cambridge Handbook of Consumer Psychology
    Published online:
    30 March 2023
    Print publication:
    06 April 2023, pp 179-227

  • Summary

    With over 1,700 articles on the topic in the past five years alone, consumer identity is established as a critical psychological driver of behavior in the marketplace. This chapter reviews all identity research in the top 20 marketing journals from 2017 to 2022 and integrates it into a single unifying framework: the Multiple-Identity Network. This integration answers several fundamental questions: What is consumer identity? What is the psychological structure of identity? How do consumers manage multiple identities within their self-concept (e.g., race, gender)? Key takeaways include the importance of brands and other marketplace actors in shaping stereotypes that define identities, psychological relationships between identities (e.g., dissimilarities), and balancing needs across multiple identities (e.g., status vs. belonging needs). Further topics include intersectionality, social hierarchy, stigma, marginalization, diversity marketing, target marketing, autonomy, self–brand connection, and online brand communities.