This Society for Consumer Psychology Boutique Conference will bring together researchers working on identity-related consumption to share their most exciting and recent research, to foster new research ideas and collaborations, and to help develop and strengthen research on identity-related consumption. This conference is also designed to help galvanize a shared research identity among researchers interested in identity and consumption.BackgroundConsumption can serve as one critical means for consumers to signal actual or desired identities. Consumption behaviors used to signal identity are diverse and range from recycling, driving a high-end sports car, openly reading the economist on a train, posting on Facebook, reading a Japanese manga, donating to a charitable cause, sharing a rumor, or choosing a healthy snack. Broadly speaking, identity-related consumption can be viewed as any consumption behavior motivated by the desire to convey particular information about the individual to the self or to others. The motives driving identity-related consumption are varied and include the need to belong to a group, the need for self-expression, and the need for self-enhancement, among others. Research bearing on identity-related consumption is burgeoning with many recent articles identifying when, how, and why individuals use consumption to signal identity. For instance, recent work finds that individuals use consumption to signal their belongingness to particular groups, to bolster their identity in the face of threats, and to attract the admiration of others.FormatThe conference will begin with an evening reception on July 20, 2016 at La Taberna Tapas located at 1301 S. Halsted at 5:00 pm, followed the next day by a single-track of research presentations during the day and a second evening reception at the Signature Room in the John Hancock Building. Sessions will include presentations of individual papers and a round table discussion. A poster session will also take place prior to the evening event.RegistrationPlease make sure you are a SCP member prior to registering.
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