The inter-relationship between desired and undesired selves in the consumption experiences of Greek women

Karanika, K and Hogg, M K (2010) The inter-relationship between desired and undesired selves in the consumption experiences of Greek women. Journal of Marketing Management, 26 (11/12). pp. 1091-1111. ISSN 0267-257X

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Abstract

Earlier work on identity, self, and consumption identified that desired and undesired selves play a significant role in the important global phenomenon of symbolic consumption, but neglected to investigate and conceptualise the interrelationship between desired and undesired selves and consumption. Phenomenological interviews with Greek women are used to elicit consumption experiences linked to positive and negative aspects of the self. The interrelationships between desired and undesired selves in consumption were characterised by two patterns (first, conflicting, and second, compatible desired and undesired selves) that could be linked to consumers' different strategies. Examining these strategies, we extend previous work on the strategies that consumers use to handle identity issues. Finally, we evaluate this theory building derived from the Greek empirical data within the context of US-generated theory about individuals' ways of dealing with self-coherence issues through symbolic consumption; we identify consumers' sense of baffled self and ambivalence in the emotions surrounding consumption.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Marketing Management
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/aacsb/disciplinebasedresearch
Subjects:
ID Code:
45532
Deposited By:
Deposited On:
11 Jul 2011 18:33
Refereed?:
Yes
Published?:
Published
Last Modified:
27 Nov 2020 01:43