Midlands State University Library
Image from Google Jackets

Integrating identity and consumption : an identity investment theory created by Scott A. Thompson and James M. Loveland

By: Contributor(s): Material type: TextTextSeries: Journal of marketing theory and practice ; Volume 23, number 3Philadelphia: Taylor and Francis, 2015Content type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISSN:
  • 10696679
Subject(s): LOC classification:
  • HJ5415 JOU
Online resources: Abstract: 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.
Reviews from LibraryThing.com:
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Vol info Copy number Status Notes Date due Barcode
Journal Article Journal Article 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.

There are no comments on this title.

to post a comment.