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Researching Consumer Identity Using Qualitative Methods: Part 1

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Summary

Samreen Ashraf, Senior Lecturer in Marketing at Bournemouth University, discusses her research on consumer identity using qualitative methods, including formulation of research questions, literature reviews, and deciding on a research method.

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References
References

Book

Burke, P.J(2007).Identity Control Theory. In The Blackwell Encyclopaedia of Sociology. G. Ritzer (Ed.).. Wiley,

Book

Goffman, E(1959).The Presentation of Self in Everyday Life. Penguin,

Book

James, W(1890).Principles of Psychology. Holt, Rinehart and Winston,

Book

Mead, G.H(1934).Mind, Self and Society. University of Chicago Press,

Book

Oyserman, D, Elmore, K, & Smith, G(2012).Self, self-concept, and identity. In M.R Leary & J.P. Tangey (Eds.), Handbook of self and identity. The Guilford Press, 2012,69-104.

Article

Oyserman, D(2009).Identity-based motivation and consumer behaviour. Journal of Consumer Psychology, 19(3),276-279. http://dx.doi.org/https://doi.org/10.1016/j.jcps.2009.06.001

Article

Reed, A, Forehand, M, Puntoni, S, & Warlop, L(2012).Identity-based consumer behavior. International Journal of Research in Marketing, 29(4),310-321. http://dx.doi.org/https://doi.org/10.1016/j.ijresmar.2012.08.002

Article

Stryker, S, & Burke, P(2000).The Past, Present, and Future of an Identity Theory. Social Psychology Quarterly, 63(4),284-297. http://dx.doi.org/https://doi.org/10.2307/2695840

Article

Stryker, S, & Serpe, R(1994).Identity Salience and Psychological Centrality: Equivalent, Overlapping, or Complementary Concepts?. Social Psychology Quarterly, 57(1),16-35. http://dx.doi.org/https://doi.org/10.2307/2786972

Book

Stryker, S(1980).Symbolic interactionism: A social structural version. Benjamin/Cummings Publishing Company,

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