Identity Signaling Through Brands: An Emerging Prop Metaphor in Consumer Research

摘要

The current study aims to understand how consumer researchers can more directly utilize impression management theory for the study of consumer identity narratives. Each day, when an individual steps out into the social environment, he or she is presenting an image to others. This person is communicating aspects of his or her self-concept through behavior and verbal communications, but also through the way he or she is dressed. Signaling theory and self-extension theory both supply the researcher with a lens of analysis used to study the semiotics of social gestures. Another theory that would supply an additional lens of analysis to consumer behavior is impression management theory. This theory implements a unique theatric metaphor when the researcher is studying an individual out in public. It is as if the researcher is studying an actor putting on a performance on a stage in front of an audience. It is argued here that this dramaturgical perspective could be valuable when studying consumer behavior. This is especially true when the researcher is studying the process of consumer identity narratives.