Differences in symbolic self-completion and self-retention across role-identity cultivation stages
| Autor: | Susan Schultz Kleine, Robert E. Kleine, Douglas R. Ewing |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Marketing
Consumption (economics) Value (ethics) media_common.quotation_subject Transition (fiction) 05 social sciences Identity (social science) 050109 social psychology Context (language use) Market segmentation Originality 0502 economics and business Role identity 050211 marketing 0501 psychology and cognitive sciences Sociology Social psychology media_common |
| Zdroj: | European Journal of Marketing. 51:1876-1895 |
| ISSN: | 0309-0566 |
| DOI: | 10.1108/ejm-09-2016-0497 |
| Popis: | Purpose This paper aims to provide evidence that theory-based effects of role-identity cultivation stages on self-symbolizing consumption activities do exist. Design/methodology/approach Specific focus is placed upon differing motives between rookie versus veteran role-identity actors and how these differences lead to symbolic self-completion and self-retention behaviors. Effects of these motives are examined in the context of college student identity transitions. Findings Evidence is found for a pattern, whereby role-identity rookies with fewer role-identity-related possessions are more likely to self-symbolize the role-identity outwardly than veteran consumers having more role-identity-related resources, such as possessions. Self-retention via possessions is also more evident with rookies making the transition from one role-identity to the next, replacement role-identity. Findings are replicated for both readily available and favorite possessions related to a role-identity. Research limitations/implications Future role-identity research in marketing may miss unique and important insights without accounting for role-identity cultivation stage. Practical implications Current evidence highlights the importance of identity cultivation stage, symbolic self-completion and self-retention as factors to consider in understanding market segments associated with respective role-identities. Originality/value Extant research does not yet account for how consumption activities serving both symbolic and functional purposes support role-identity transitions. This inquiry is directed at contributing to this need. |
| Databáze: | OpenAIRE |
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