Understanding the "Consumer Identity Projects" domain: a literature review considering the brazilian scientific production

• Autor(a) principal: Farias, Miriam Leite
• Data de Publicação: 2019
• Outros Autores: Sousa Júnior, João Henriques de, Silva, Bianca Gabriely Ferreira, Alcoforado, Daniela Gomes
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Consumer Behavior Review
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/242128
• topic: identity; consumer culture theory; consumption.; identidade; consumer culture theory; consumo.

The consumer Culture Theory refers to a set of theoretical perspectives that share the same sociocultural orientation about the dynamic relationships between consumer, market and cultural meanings. Considering this, in 2005, Arnould and Thompson proposed a framework with four thematic domains of CCT that are interrelated. The objective of this article was to provide a conceptual overview of the works that have as central theme the domain "Consumer identity projects". To this end, a literature review was conducted on the subject considering the Brazilian scientific production from 2005 to 2018. It was perceived that the Brazilian authors used the person-object relationship, especially the concept of the extended self for Belk, in addition to postmodern perspectives on fragmented identities for Hall. Therefore, we consider that the discursive structure of the articles remained in the theories and concepts about initial identity still disseminated by the publication of 2005, failing to reach other more recent proposals.