1. Oward A Personology Of The Consumer
... of consumption in self-construction (e.g., Mick 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 ... to express who they are, and that consumer-brand relationships thus reflect important life themes and identity concerns. Fournier (1998) reports interviews with three informants w...
- Word Count: 3484
- Approx Pages: 14
- Has Bibliography
- Grade Level: High School