Multiple Selves and the Relevance of the Familial Context

Citation

Nuttall P & Tinson J (2005) Multiple Selves and the Relevance of the Familial Context. In: Purchase S (ed.) ANZMAC 2005 Conference: Consumer Behaviour - Program. ANZMAC 2005: "Broadening the Boundaries": Australian and New Zealand Marketing Academy Annual Conference, Freemantle, Australia, 5-7 December 2005, Freemantle, Australia, 05.12.2005-07.12.2005. Fremantle, Western Australia: ANZMAC, pp. 243-249. http://pandora.nla.gov.au/pan/25410/20060410-0000/smib.vuw.ac.nz_8081/WWW/ANZMAC2005/index.html

Abstract
Adolescence is a period that allows for experimentation of new behaviours and the temporary adoption of different selves. Indeed, a number of researchers have questioned the notion of a single identity and proposed a more flexible and temporary construct (Hall 1996). If the way in which individuals express themselves is intrinsically linked to the concept of identity and sense of self, understanding how identities are formed and how this may influence consumption has significant implications for marketing. This paper considers if the concept of multiple selves is evident through adolescent music consumption and what, if any, variables facilitate in understanding the adolescent and their sense of "self". These initial exploratory findings suggest that the adolescents in this sample raised in blended and single parent families have a greater number of "selves" and invest more resources to belong to social groups.

Keywords
Adolescence; Identity; Symbolism; Family type

People

Professor Julie Tinson

Professor of Marketing, Marketing & Retail