Abstract
Although identity construction has been discussed extensively in relation to consumption, such studies have also been criticised for reducing consumption objects into mere signifiers or symbols of various identities, ignoring the complex meaning construction processes of objects in use. This paper addresses this criticism, through a study of mobile telephone consumption practices in Sri Lanka, by examining how different usage patterns of the mobile telephone could play a role in consumer identity construction processes. The study focuses on three consumer groups: senior business managers, young consumers representing a high socio-economic stratum, and young consumers representing a lower socio-economic stratum. The findings indicate that consumers use differences in consumption patterns as a means of distinguishing their identities from those of others; further, varying the consumption patterns is used by consumers to manage multiple identities of the same individual.
Highlights
Identity construction has long been considered in consumer behaviour literature as a key function associated with consumption (Arnould & Thompson 2005, Slater & Miller 2007)
This paper demonstrates, through a study of mobile telephone use in Sri Lanka, that different consumption patterns of one object are used by consumers in complex ways in order to differentiate their identities from others
The findings indicate that in the everyday mundane consumption of the mobile telephone, consumers utilise different usage patterns in complex ways to construct and manage identity
Summary
Identity construction has long been considered in consumer behaviour literature as a key function associated with consumption (Arnould & Thompson 2005, Slater & Miller 2007) This body of literature is quite extensive and covers many facets of the relationship between consumption and identity, such as products being an extension of one’s self (Belk 1988), how consumption objects are related to different social identities (Kleine III, Kleine & Kernan, 1993), use of objects in distinguishing oneself from others (Hebdige 1988/2000, Jantzen, Østergaard & Sucena Vieira, 2006), and the management of multiple identities through consumption (Firat & Venkatesh 1995, Ahuvia 2005,). Consumers utilize different usage patterns of the same product to manage multiple identities
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