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Consumer Sense of Self and Identity
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Consumer Sense of Self and Identity
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Consumer Sense of Self and Identity explores how our possessions, purchases, and consumption habits are deeply intertwined with how we define ourselves. In this landmark book, Russell W. Belk presents a compelling body of work that illustrates how identity is constructed, expressed, and transformed through the things we own and consume.
From the concept of the extended self to studies on self-gifting, digital identities, and status signaling, Belk reveals how consumption is not just functional but expressive—shaping both how we see ourselves and how we are perceived by others. He addresses how age, gender, and culture impact consumer identity, and how branding influences personal narratives.
Ideal for readers in consumer research, psychology, sociology, and marketing, this book uncovers the subtle but powerful ways in which consumption helps build and communicate our identities in a complex, image-driven society.
This book in the Legend in Consumer Behavior series is a foundational text in understanding consumer identity.
Pages: 364 pages
Paperback (ISBN): 9781636515151
Hardback (Color): 9781636515168
Trim Size: 6x9
Category: Business & Economics
Author: Russell W. Belk
Russell W. Belk is Distinguished Research Professor and Kraft Foods Canada Chair in Marketing at the Schulich School of Business, York University. A prolific scholar with over 600 publications, Belk is known for his interpretive approach to understanding consumer culture. His concepts of the extended self, materialism, and sharing have become foundational in consumer behavior literature.
Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth.
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Ive read several of Belks works, and this one continues his tradition of exploring the deeper meanings of consumer behavior. He shows how products and brands become part of who we are. Its an excellent resource for marketing professionals and cultural analysts.
This book offers a rare and nuanced view of how consumption is tied to personal and cultural identity. Belks writing is scholarly yet accessible, and I especially appreciated the global relevance of his examples. Perfect for students and researchers alike.
The book delves deep into the connections between what we buy and who we think we are. Belks arguments are well-supported by both academic theory and real-life observations. Some chapters are dense, but overall, its a rewarding and insightful read.
Belk masterfully explains how identity is not just internally developed but socially constructed through consumption. The examples and references are modern and relatable. This is an important book for understanding branding, consumerism, and self-expression.
Russell Belk presents a fascinating exploration of how consumption influences and reflects our identities. This book brings together psychology, sociology, and marketing in an engaging and thoughtful way. Its a must-read for scholars and practitioners interested in consumer behavior and self-concept.
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