Integrating identity and consumption : an identity investment theory created by Scott A. Thompson and James M. Loveland
Material type:
- text
- unmediated
- volume
- 10696679
- HJ5415 JOU
Item type | Current library | Call number | Vol info | Copy number | Status | Notes | Date due | Barcode | |
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Main Library - Special Collections | HF5415 JOU (Browse shelf(Opens below)) | Vol. 23, no. 3 (pages 235-253) | SP23762 | Not for loan | For in house use |
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.
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