Mundane Consumption and the Self: A Social‐Identity Perspective

The self—a sense of who and what we are—is suggested as an organizing construct through which people's everyday activities can be understood. Life's mundane tasks and the consumer behaviors necessary to enact them are cast in a perspective of self little used by consumer psychologists—social—identity theory. Two structural modeling studies in support of the perspective are reported. The results of the first one imply that people use products to...