The Routledge Companion to Identity and Consumption (Routledge Companions in Marketing, Advertising and Communication)

"Tell me what you eat, I'll tell you who you are," said Anthelme Brillat-Savarin. Today, "You are what you consume" is more apt. Barbara Krueger’s ironic twist of Descartes - "I shop therefore I am" - has lost its irony. Such phrases have become commonplace descriptions of our identity in the contemporary world. In our materialistic world it seems as if there is no debate that our consumption behaviour is fused with our self-identity - shaping it, changing it and often challenging it. __The Routledge Companion to Identity and Consumption__ introduces the reader to state-of-the-art research, written by the world’s leading scholars regarding the interplay between identity and consumption. The book addresses the diverse issues regarding the ways identity affects our consumption behaviour and vice-versa and in doing so, presents a broad perspective on the dynamics of self-identity and consumption. With chapters discussing the theory, research and practical implications of these dynamics, including the way they change across our life span and their expression within different social, cultural and religious contexts, this book will be a valuable reference source for students and academics from a variety of disciplines. Front Cover 1 The Routledge Companion To Identity and Consumption 4 Copyright Page 5 Contents 6 List of illustrations 11 List of contributors 13 Preface 22 I: What is the self in the context of consumption? 26 I.I Conceptions of the self within consumption 27 1. Culture and the self: Implications for consumer behavior: Shinobu Kitayama and Jiyoung Park 28 2. The symbiosis model of identity augmentation: Self-expansion and self-extension as distinct strategies: Paul M. Connell and Hope Jensen Schau 44 3. The dialogical consumer self: Shalini Bahl 54 I.II Emotions and the self 64 4. The emotional self: Nicole Verrochi Coleman and Patti Williams 65 5. Beloved material possessions: Ends or means?: John L. Lastovicka and Nancy J. Sirianni 74 6. Overweight and emotional identity projects: Mariam Beruchashvili and Risto Moisio 85 7. Disgust and identity: Andrea Morales and Eugenia Wu 94 I.III Extending the self into possessions 102 8. Extended self in a digital age: Russell W. Belk 103 9. We are what we buy?: Keisha M. Cutright, Adriana Samper and Gavan J. Fitzsimons 111 10. Exploring cultural differences in the extended self: Phoebe W.S. Wong and Margaret K. Hogg 119 I.IV Stigma, sacrifice, and self 129 11. Stigma, identity, and consumption: Özlem Sandika and Güliz Ger 130 12. (Re)Enacting motherhood: Self-sacrifice and abnegation in the kitchen: Benedetta Cappellini and Elizabeth Parsons 138 13. Masculine self-presentation: Jacob Östberg 148 II: The dynamic self: Transformation, change, support and control 156 II.I Self-transformation 157 14. Conflicting selves and the role of possessions: A process view of transgenders’ self-identity conflict: Ayalla A. Ruvio and Russell W. Belk 158 15. Self-transformation and AIDS poster children: Ingeborg Astrid Kleppe and Marylouise Caldwell 166 16. Cosmetic surgery and self-transformation: Shay Sayre 174 II.II Life cycle and self-change 183 17. Adolescent consumption and the pursuit of “cool”: David B. Wooten and James A. Mourey 184 18. Self-brand connections in children: Development from childhood to adolescence: Deborah Roedder John and Lan Nguyen Chaplin 192 19. Aging and consumption: Carolyn Yoon, Ian Skurnik and Stephanie M. Carpenter 202 II.III Self-esteem and self-support 210 20. Existential insecurity and the self: Aric Rindfleisch and James E. Burroughs 211 21. Compensatory consumption: Derek D. Rucker and Adam D. Galinsky 221 22. Self-threats and consumption: Jaehoon Lee and L.J. Shrum 230 II.IV Controlling the self 239 23. Self-control and spending: Lauren G. Block and Keith Wilcox 240 24. Culture and self-regulation: The influence of self-construal on impulsive consumption L.J. Shrum and Yinlong Zhang 248 25. Reminders of money change the self-concept: Kathleen D. Vohs 257 III: Social and cultural aspects of self and consumption 264 III.I Other vs. self in consumers’ behavior 265 26. Social influence and the self: Richard P. Bagozzi 266 27. Shared possessions/shared self: Russell W. Belk and Rosa Llamas 276 28. That is so not me: Dissociating from undesired consumer identities: Lea Dunn, Katherine White and Darren W. Dahl 284 III.II Family, community, and self 292 29. Self-extension, brand community and user innovation: Yun Mi Antorini and Albert M. Muñiz, Jr 293 30. Mother possessing daughter: Dual roles of extended self: Junko Kimura and Mototaka Sakashita 302 31. Family stuff: Materiality and identity: Linda L. Price 312 III.III Culture and self 323 32. Death styles and the ideal self: Elizabeth C. Hirschman, Ayalla A. Ruvio and Russell W. Belk 324 33. Social branding and the mythic reinvention of ethnic identity: Siok Kuan Tambyah and Craig J. Thompson 334 34. The global self: Søren Askegaard and Dannie Kjeldgaard 345 35. Constructing “masculine” identities: Consuming “feminine” practices: Deirdre Duffy 353 IV: Marketing and the self 353 IV.I Brands and self-identity 363 36. Brand relationships and self: Vanitha Swaminathan and Alokparna (Sonia) Basu Monga 364 37. The brand is “me”: Exploring the effect of self-brand connections on processing brand information as self-information: Jennifer Edson Escalas and James R. Bettman 373 38. When does identity salience prime approach and avoidance? A balance-congruity model: Justin W. Angle, Mark R. Forehand and Americus Reed, II 382 IV.II Advertising, media, and self 391 39. Media image effects on the self: Daniele Mathras, Katherine E. Loveland and Naomi Mandel 392 40. Explicit and implicit sexual orientation: Homoerotic imagery in advertising and health: Patrick T. Vargas and Hillary Greer 401 Index 412 "Tell me what you eat, I'll tell you who you are," said Anthelme Brillat-Savarin. Today, "You are what you consume" is more apt. Barbara Krueger s ironic twist of Descartes - "I shop therefore I am" - has lost its irony. Such phrases have become commonplace descriptions of our identity in the contemporary world. In our materialistic world it seems as if there is no debate that our consumption behaviour is fused with our self-identity - shaping it, changing it and often challenging it. The Routledge Companion to Identity and Consumption introduces the reader to state-of-the-art research, written by the world s leading scholars regarding the interplay between identity and consumption. The book addresses the diverse issues regarding the ways identity affects our consumption behaviour and vice-versa and in doing so, presents a broad perspective on the dynamics of self-identity and consumption. With chapters discussing the theory, research and practical implications of these dynamics, including the way they change across our life span and their expression within different social, cultural and religious contexts, this book will be a valuable reference source for students and academics from a variety of disciplines.