Globalism has been examined in consumer research primarily as an advertising or marketing issue rather than in terms of impacts on personal and cultural identity. In investigating Chinese "readings" of global and local advertising, we find that consumers use advertising to interrogate personal...

Theory on identity negotiations posits that a person's identity construction project ceases upon death. We tested this proposition using death ritual consumption experiences of consumers in Asante, Ghana, West Africa. We found that bereaved Asante consumers engage in conspicuous ritual...

Desire is the motivating force behind much of contemporary consumption. Yet, consumer research has devoted little specific attention to passionate and fanciful consumer desire. This paper is grounded in consumers' everyday experiences of longing for and fantasizing about particular goods. Based...

Theory on identity negotiations posits that a person's identity construction project ceases upon death. We tested this proposition using death ritual consumption experiences of consumers in Asante, Ghana, West Africa. We found that bereaved Asante consumers engage in conspicuous ritual...

1. What is the self in the context of consumption? -- 2. The dynamic self : transformation, change, support and control -- 3. Social and cultural aspects of self and consumption -- 4. Marketing and the self.