Consumer Sense of Self and Identity

Consumer Sense of Self and Identity explores how our possessions, purchases, and consumption habits are deeply intertwined with how we define ourselves. In this landmark book, Russell W. Belk presents a compelling body of work that illustrates how identity is constructed, expressed, and transformed through the things we own and consume. From the concept of the extended self to studies on self-gifting, digital identities, and status signaling, Belk reveals how consumption is not just functional but expressive-shaping both how we see ourselves and how we are perceived by others. He addresses how age, gender, and culture impact consumer identity, and how branding influences personal narratives. Ideal for readers in consumer research, psychology, sociology, and marketing, this book uncovers the subtle but powerful ways in which consumption helps build and communicate our identities in a complex, image-driven society. This book in the Legend in Consumer Behavior series is a foundational text in understanding consumer identity.