Identity interplay: The importance and challenges of consumer research on multiple identities. Issue 1 (19th January 2021)

• Record Type: Journal Article
• Authors: Forehand, Mark; Reed, Americus; Saint Clair, Julian K.
• Is Part Of: Consumer psychology review. Volume 4:Issue 1(2021)
• Page Start: 100
• Page End: 120
• Publication Date: 2021-01-19
• Subjects: acculturation -- compensatory consumption -- dissociation -- identity -- intersectionality -- reference groups -- self‐concept -- stereotypes -- target marketing -- threat; Consumer behavior -- Periodicals; Consumers -- Psychology -- Research -- Periodicals; 658.8343
• DOI: 10.1002/arcp.1066
• Languages: English
• ISSNs: 2476-1273

Abstract

Abstract: Although it is well accepted that the self‐concept includes numerous identities, the preponderance of past consumer identity research has explored one identity at a time and this focus has limited new insights into the interplay between identities. We integrate across research streams to propose a Multiple‐Identity Network as a unifying framework to help inform and direct future research on multiple identities. This framework identifies three important areas of opportunity for research on multiple identities: (a) Identity Structure, (b) Identity Management, and (c) Identity Change processes that drive both structure and management.