Dissertation/Thesis Abstract

Subtly Disfavored Consumption and Its Impact on Consumer Identity
by Louie, Lauren Jennifer, Ph.D., University of California, Irvine, 2015, 129; 3688535
Abstract (Summary)

This study examines fast food as an instance of everyday subtly disfavored consumption and its influence on consumer identity. Prior research has described how consumers construct identities by using consumption to categorize themselves and others. Prior work has also shown that consumption which evokes strong hedonic responses such as love or hate has significant use in identity and cultural capital processes while consumption which evokes low hedonic responses is less important to identity. This work suggests the importance of understanding consumption characterized by their consumers' subtle hedonic responses. This study applies an ethnoconsumerist framework and employs long interviews and grounded theory analysis to understand fast food culture's integration into lives of young adult American consumers. Findings suggest varied uses to consumer identity and the importance of understanding how such consumption is culturally embedded.

Indexing (document details)
Advisor: Venkatesh, Alladi, Lau-Gesk, Loraine
Commitee: Chen, Steven
School: University of California, Irvine
Department: Management
School Location: United States -- California
Source: DAI-A 76/08(E), Dissertation Abstracts International
Source Type: DISSERTATION
Subjects: Marketing
Keywords: Consumer culture, Fast food, Food culture, Hedonic consumption, Identity, Young adult
Publication Number: 3688535
ISBN: 978-1-321-67213-8
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