The duality of social self-categorization in consumption

What is it about?

Consumer culture theories frequently claim that people use symbols of consumption to socially self-categorize and satisfy their needs for assimilation or differentiation. Through two empirical quantitative studies, we argue that self-categorization operates according to a duality overlooked by these theories.

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Why is it important?

The found duality between ontological and formal social self-categorization should potentially involve all fields of consumption studies where social self-categorization theory could be employed, since it articulates this theory.