Self-Concept in Consumer Behavior: A Critical Review

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Authors

Abstract

The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. This paper critically reviews self-concept theory and research in consumer behavior and provides recommendations for future research.

Topics & Keywords

Consumer Behavior in Brand Consumption and Identification Media, Gender, and Advertising Digital Marketing and Social Media

Publication Details

Published in: Journal of Consumer Research

Volume 9, Issue 3, pp. 287-287

DOI: 10.1086/208924

Field-Weighted Citation Impact: 10.30

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Self-Concept in Consumer Behavior: A Critical Review

Authors

Abstract

Topics & Keywords

Publication Details