Call for Papers: IJRM Special Issue on Consumer Identities Deadline for submission: 30 June 2011

摘要

The International journal of Research in Marketing invites submissions for a special issue on Consumer Identities. Much of our consumer behavior involves some degree of self-reflection-about who we are or are seen to be. Consumers can adopt, possess and strive for multiple identities, depending on the consumption context and the social environment. We can identify with broad social categories based on gender, nationality, or social class, but we can also identify in terms of traits, characteristics or abilities ("I am outgoing and smart"), moral values ("I am a good person"), and social roles ("1 am a mother", "I am a consumer"). These consumer identities may refer to who we currently are, who we used to be, want to be, or should (not) be. Any one of these identities can influence thoughts, feelings, judgments and behavior, depending on its temporary accessibility and/or chronic importance. In particular, many consumption activities serve intrapersonal (e.g., self-verification, self-esteem) or interpersonal (e.g., self-expression, belonging) goals that reflect, and feed into, self-identification processes.