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Differences in symbolic self-completion and self-retention across role-identity cultivation stages

Robert E. Kleine III (College of Business, Western New England University, Springfield, Massachusetts, USA)
Susan Schultz Kleine (College of Business, Western New England University, Springfield, Massachusetts, USA)
Douglas R. Ewing (Department of Marketing, College of Business, Bowling Green State University, Bowling Green, Ohio, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 14 November 2017

1053

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

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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