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Consumer Identity Projects: Examining Consumer Identity Construction in a Contemporary Marketplace Context

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Mikkonen, Ilona
dc.contributor.author Aho, Sanni
dc.date.accessioned 2021-02-21T17:00:59Z
dc.date.available 2021-02-21T17:00:59Z
dc.date.issued 2020
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/102708
dc.description.abstract This thesis shows how consumers experience the creation and evolution of their identities as personal projects, primarily known in academic literature as identity projects, identity work, or identity construction. The underlying assumptions of consumer researchers studying identity projects are examined. These assumptions include the notions that the identity shifts continuously, that possessions serve as vehicles for self-perception and self-expression, and that the marketplace influences consumer identity projects. This thesis finds that the marketplace structures identity construction through supplying symbols, ideologies, and social references. The varying levels of marketplace dominance and individual agency are explored. The central theories and terminology discussed in this thesis are selected based on the article "Consumer Culture Theory (CCT): Twenty Years of Research" (Arnould & Thompson 2005). More contemporary studies are used to supplement and apply the notions introduced by Arnould and Thompson. en
dc.format.extent 34
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Consumer Identity Projects: Examining Consumer Identity Construction in a Contemporary Marketplace Context en
dc.type G1 Kandidaatintyö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword consumer culture en
dc.subject.keyword identity projects en
dc.subject.keyword identity work en
dc.subject.keyword identity construction en
dc.subject.keyword consumer power en
dc.subject.keyword poststructuralism en
dc.identifier.urn URN:NBN:fi:aalto-202102212008
dc.type.ontasot Bachelor's thesis en
dc.type.ontasot Kandidaatintyö fi
dc.programme Markkinointi en

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