“I become what I buy and I buy who I want to be” - The implications of the holistic consumer identity theory for marketing

Authors

  • Ágnes Hofmeister-Tóth Budapesti Corvinus Egyetem
  • Péter Nagy Budapesti Corvinus Egyetem

Keywords:

consumer identity, materialism, self-consciousness, self-monitoring, product attachment

Abstract

PURPOSE

The purpose of this paper is to introduce the interdisciplinary model of consumer identity incoporating several psychological, sociological, anthropological and marketing concepts and theories.

METHODOLOGY

The current paper presents a systematic literature review on conceptual as well as research articles associated with the material dimensions of identity.

THEORETICAL IMPLICATIONS

Based on the available literature, the current article argues that consumer identity is a complex notion that has several individual, social as well as value components.

PRACTICAL IMPLICATIONS

In order to gain a better understanding on consumer behavior, marketing practitioners and professionals should consider consumer identity a multidisciplinary concept and employ interdisciplinary approaches.

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Published

2019-11-06

How to Cite

Hofmeister-Tóth, Ágnes and Nagy, P. (2019) “‘I become what I buy and I buy who I want to be’ - The implications of the holistic consumer identity theory for marketing”, The Hungarian Journal of Marketing and Management, 49(1), pp. 5–17. Available at: https://journals.lib.pte.hu/index.php/mm/article/view/1013 (Accessed: 22 November 2024).

Issue

Vol. 49 No. 1 (2015)

Section

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