Differences in symbolic self-completion and self-retention across role-identity cultivation stages
Abstract
Purpose
This paper aims to provide evidence that theory-based effects of role-identity cultivation stages on self-symbolizing consumption activities do exist.
Design/methodology/approach
Specific focus is placed upon differing motives between rookie versus veteran role-identity actors and how these differences lead to symbolic self-completion and self-retention behaviors. Effects of these motives are examined in the context of college student identity transitions.
Findings
Evidence is found for a pattern, whereby role-identity rookies with fewer role-identity-related possessions are more likely to self-symbolize the role-identity outwardly than veteran consumers having more role-identity-related resources, such as possessions. Self-retention via possessions is also more evident with rookies making the transition from one role-identity to the next, replacement role-identity. Findings are replicated for both readily available and favorite possessions related to a role-identity.
Research limitations/implications
Future role-identity research in marketing may miss unique and important insights without accounting for role-identity cultivation stage.
Practical implications
Current evidence highlights the importance of identity cultivation stage, symbolic self-completion and self-retention as factors to consider in understanding market segments associated with respective role-identities.
Originality/value
Extant research does not yet account for how consumption activities serving both symbolic and functional purposes support role-identity transitions. This inquiry is directed at contributing to this need.
Keywords
Acknowledgements
This research was supported by a research support grant to the first author from the James F. Dicke College of Business Administration at Ohio Northern University. Chris T. Allen provided helpful insights on a previous version of this manuscript.
Citation
Kleine, R.E., Kleine, S.S. and Ewing, D.R. (2017), "Differences in symbolic self-completion and self-retention across role-identity cultivation stages", European Journal of Marketing, Vol. 51 No. 11/12, pp. 1876-1895. https://doi.org/10.1108/EJM-09-2016-0497
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited