A synthetic framework to study cognitive views of the self and properties of ethnic/cultural identity in consumer behaviour: A review and proposed research agenda

Abstract

IntroductionSelf-concept and self-identity have been advanced as useful constructs for explaining consumer behaviour. A major task is to identify certain key issues, which are critical in their application in explicating consumer choice behaviour. A theoretical framework needs to be selected to hypothesise the moderating effects of particular variables. For example, Sirgy (1985) stated Consumer choices are often identity-driven; however, the relationship to identity is not always overt. In the development of consumers' self-identity, there is often an inconsistency between the meanings consumers construct for themselves and those they are socially exposed to. The influence of ethnic/cultural identity on consumer choices is dependent upon the importance they ascribe to a particular identity. Although globalisation tends to homogenise consumer preferences from different cultures, ethnic/culture identity (social structure) seems to play an important role in the development of self-concepts. Based on the premise that consumption patterns take on meaning dependent on the cultural context and that dynamics of inter/intra cultural change may occur in both directions, this paper critically discusses cognitive views of the self as a theoretical tool, offering a framework for grounding further research. Self-concept is synthesised as a structure of various identities and attributes, and their evaluations, developed out of the consumers' activities.