The inter-relationship between desired and undesired selves and consumption: the case of Greek female consumers’ experiences

Abstract

Earlier work on identity, self and consumption identified that desired and undesired selves play a significant role in the important global phenomenon of symbolic consumption but neglected to investigate and conceptualize the interrelationship between desired and undesired selves and consumption. Phenomenological interviews with Greek women are used to elicit consumption experiences linked to positive and negative aspects of the self. The interrelationships between desired and undesired selves in consumption were characterized by two patterns (firstly conflicting and secondly compatible desired and undesired selves) that could be linked to consumers’ different strategies. Examining these strategies, we extend previous work on the strategies that consumers use to handle identity issues. Finally, we evaluate this theory-building derived from the Greek empirical data within the context of U.S. generated theory about individuals’ ways of dealing with self-coherence issues through symbolic consumption; we identify consumers’ sense of baffled self and ambivalence in the emotions surrounding consumption.