Integrating identity and consumption : an identity investment theory
Thompson, Scott A.
Integrating identity and consumption : an identity investment theory created by Scott A. Thompson and James M. Loveland - Journal of marketing theory and practice Volume 23, number 3 .
The question of how identity influences consumption behavior has moved to the forefront of marketing research. In addressing this question, research has borrowed disparate theoretical frameworks from other disciplines, impairing the ability to understand phenomena unique to marketing—particularly the active role consumers play in choosing and shaping identities and the reciprocal effects of these choices on consumption. This article proposes Identity Investment Theory (IIT), which treats individuals as deliberate actors making identity-focused consumption choices to receive the greatest return. This theory integrates key elements of several existing theories into a parsimonious framework, providing new insights into important marketing phenomena.
10696679
Consumer behaviour--Theory--Personality psychology
HJ5415 JOU
Integrating identity and consumption : an identity investment theory created by Scott A. Thompson and James M. Loveland - Journal of marketing theory and practice Volume 23, number 3 .
The question of how identity influences consumption behavior has moved to the forefront of marketing research. In addressing this question, research has borrowed disparate theoretical frameworks from other disciplines, impairing the ability to understand phenomena unique to marketing—particularly the active role consumers play in choosing and shaping identities and the reciprocal effects of these choices on consumption. This article proposes Identity Investment Theory (IIT), which treats individuals as deliberate actors making identity-focused consumption choices to receive the greatest return. This theory integrates key elements of several existing theories into a parsimonious framework, providing new insights into important marketing phenomena.
10696679
Consumer behaviour--Theory--Personality psychology
HJ5415 JOU