1. Oward A Personology Of The Consumer
... and Buhl 1992). Escalas and Bettman (2000) argue that, with a few exceptions, researchers have focused on the content of narratives by comparing and contrasting the central themes permeating people's life stories. They suggest that a structural analysis of narratives will show in greater detail how consumers use consumption for self-creation, and they provide evidence that strong self-brand ... experiences with brands play a role in the formation of a consumer's identity and that the (structural) analysis of narratives is a useful tool for studying the process of self-creation. It should ...
- Word Count: 3484
- Approx Pages: 14
- Has Bibliography
- Grade Level: High School