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Creating Diderot unities – quest for possible selves?

Teresa Davis (Lecturer, Discipline of Marketing, University of Sydney, Sydney, Australia)
Gary Gregory (Senior Lecturer, School of Marketing, University of New South Wales, Sydney, Australia)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 2003



This paper tries to draw links between the creation of new Diderot unities (products consumed in a group and that have an internal consistency based on lifestyle) with “impulse purchases” as key departure products. A study, using exploratory in‐depth interviews, is reported. Common themes are drawn from the interviews to serve as possible identifying elements of the phenomenon. Emotive and cognitive themes are identified and are offered as a starting point for further research into such product unities. The self‐concept theory of “possible selves” is offered as one possible explanation that determines when an“impulse purchase” is a key departure product for a new Diderot unity.



Davis, T. and Gregory, G. (2003), "Creating Diderot unities – quest for possible selves?", Journal of Consumer Marketing, Vol. 20 No. 1, pp. 44-54.




Copyright © 2003, MCB UP Limited

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