TY - JOUR

T1 - The inter-relationship between desired and undesired selves in the consumption experiences of Greek women

AU - Karanika, K

AU - Hogg, M K

PY - 2010

Y1 - 2010

N2 - 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.

AB - 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.

U2 - 10.1080/0267257X.2010.508979

DO - 10.1080/0267257X.2010.508979

M3 - Journal article

VL - 26

SP - 1091

EP - 1111

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 11/12

ER -