Symbolic Consumption and Consumer Identity: An Application of Social Identity Theory to Car Purchase Behaviour Liza-Jane Sowden, Tourism Tasmania, [email protected]
نویسنده
چکیده
This study applies Social Identity Theory (SIT) to consumer behaviour, and examines how individuals use the product category of cars as a mechanism to create and maintain their social identity. Five car dealership managers and 22 new car owners were interviewed, and 85 new car owners were administered a quantitative survey. Participants did undertake social identification based on car ownership. SUV owners, in particular, identified with their ownership in-group more than other car owners. Cars were used for purposes of social categorisation and for esteem-enhancement.
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