Book contents
- The Cambridge Handbook of Consumer Psychology
- Cambridge Handbooks in Psychology
- The Cambridge Handbook of Consumer Psychology
- Copyright page
- Contents
- Figures
- Tables
- Contributors
- Introduction
- 1 Consumer Psychology of Individuals
- 1 Attitudinal Advocacy
- 2 Storytelling and Narrative Persuasion
- 3 Consumer Goals and Motivation
- 4 Consumer Financial Decision-Making
- 5 Marketplace Morality
- 6 A Triadic Framework of Luxury Consumption
- 7 Consumer Identity: A Comprehensive Review and Integration of Contemporary Research
- 8 Compensatory Consumption
- 9 Artificial Intelligence and Consumer Psychology
- 2 Consumer Psychology of Groups and Society
- 3 Methods for Understanding Consumer Psychology
- Index
- References
7 - Consumer Identity: A Comprehensive Review and Integration of Contemporary Research
from 1 - Consumer Psychology of Individuals
Published online by Cambridge University Press: 30 March 2023
Book contents
- The Cambridge Handbook of Consumer Psychology
- Cambridge Handbooks in Psychology
- The Cambridge Handbook of Consumer Psychology
- Copyright page
- Contents
- Figures
- Tables
- Contributors
- Introduction
- 1 Consumer Psychology of Individuals
- 1 Attitudinal Advocacy
- 2 Storytelling and Narrative Persuasion
- 3 Consumer Goals and Motivation
- 4 Consumer Financial Decision-Making
- 5 Marketplace Morality
- 6 A Triadic Framework of Luxury Consumption
- 7 Consumer Identity: A Comprehensive Review and Integration of Contemporary Research
- 8 Compensatory Consumption
- 9 Artificial Intelligence and Consumer Psychology
- 2 Consumer Psychology of Groups and Society
- 3 Methods for Understanding Consumer Psychology
- Index
- References
Summary
With over 1,700 articles on the topic in the past five years alone, consumer identity is established as a critical psychological driver of behavior in the marketplace. This chapter reviews all identity research in the top 20 marketing journals from 2017 to 2022 and integrates it into a single unifying framework: the Multiple-Identity Network. This integration answers several fundamental questions: What is consumer identity? What is the psychological structure of identity? How do consumers manage multiple identities within their self-concept (e.g., race, gender)? Key takeaways include the importance of brands and other marketplace actors in shaping stereotypes that define identities, psychological relationships between identities (e.g., dissimilarities), and balancing needs across multiple identities (e.g., status vs. belonging needs). Further topics include intersectionality, social hierarchy, stigma, marginalization, diversity marketing, target marketing, autonomy, self–brand connection, and online brand communities.
Keywords
- Type
- Chapter
- Information
- The Cambridge Handbook of Consumer Psychology , pp. 179 - 227Publisher: Cambridge University PressPrint publication year: 2023
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