Consumer behaviour studies agree on the fact that consumption plays a crucial role in the process of constructing people's identities (Solomon & Previte, 2010). Since “we regard our possessions as parts of ourselves” (Belk, 1988, p. 139), our belongings, and therefore our purchases, seem to contribute to assert who we are.
This paper argues that who we are might affect what we buy and vice versa. An individual's identity project is analysed in terms of this person's consumption. In the identity project, the individual illustrates some artefacts that mirror her as a person and as a consumer. Focusing in particular on the concepts of self- and ideal congruity, this paper shows a possible interconnection between the individual's self-perception
This paper argues that who we are might affect what we buy and vice versa. An individual's identity project is analysed in terms of this person's consumption. In the identity project, the individual illustrates some artefacts that mirror her as a person and as a consumer. Focusing in particular on the concepts of self- and ideal congruity, this paper shows a possible interconnection between the individual's self-perception