Self-identity and consumer behavior

Scott Connors and Andrew W. Perkins

Chapter 19 in Handbook of Social Psychology and Consumer Behavior, 2026, pp 270-285 from Edward Elgar Publishing

Abstract: This chapter draws upon foundational theories of social psychology to provide an overview of the role of self-identity in consumer behavior. It begins by delineating key concepts such as the self, self-concept, and self-identity, discussing the key theories that each informs, and elucidating how these theories function in the consumer domain. The chapter further examines the dynamic and multifaceted nature of self-identity, highlighting how it is activated, reinforced, and may conflict with other identities within the consumer's self-concept. The chapter concludes by providing an examination of the current state of self-identity research within the consumer behavior field to highlight impactful areas of research interest. The literature reflects a sustained focus on understanding factors that influence identity signaling, exploring specific identities with unique implications for consumer behavior, unpacking identity as a dynamic process, and examining the interrelationships between the multitude of identities that the consumer holds as part of their self-concept.

Keywords: Self-identity; Self-concept; Identity (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035327591
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