Social identity as a useful perspective for self‐concept–based consumer research

TLDR

Psychology’s study of the self‑concept has produced many paradigms with differing assumptions. The article argues that these assumptions must be considered before applying a self‑concept paradigm to consumer research, and that social identity offers a particularly meaningful framework. The argument is built through a conceptual discussion of self‑concept issues, an overview of basic paradigms, and a synthesis of factors for future social‑identity‑based consumption theories. © 2002 Wiley Periodicals, Inc.

Abstract

Abstract Psychology's study of the self‐concept has generated numerous paradigms with different underlying assumptions. In this article it is argued that these assumptions must be considered before a self‐concept paradigm can be meaningfully applied to consumer research. The major premise in this article is that the recent work on social identity is a particularly meaningful paradigm to adopt for consumer research that implicates the self. This argument is developed with a conceptual discussion of major self‐concept issues, an overview of basic self‐concept paradigms in psychology, and a synthesis of possible factors that may be considered in future theories of social‐identity–based consumption decision making. © 2002 Wiley Periodicals, Inc.