“I become what I buy and I buy who I want to be” - The implications of the holistic consumer identity theory for marketing
Keywords:
consumer identity, materialism, self-consciousness, self-monitoring, product attachmentAbstract
PURPOSE
The purpose of this paper is to introduce the interdisciplinary model of consumer identity incoporating several psychological, sociological, anthropological and marketing concepts and theories.
METHODOLOGY
The current paper presents a systematic literature review on conceptual as well as research articles associated with the material dimensions of identity.
THEORETICAL IMPLICATIONS
Based on the available literature, the current article argues that consumer identity is a complex notion that has several individual, social as well as value components.
PRACTICAL IMPLICATIONS
In order to gain a better understanding on consumer behavior, marketing practitioners and professionals should consider consumer identity a multidisciplinary concept and employ interdisciplinary approaches.
