Advanced Search
MyIDEAS: Login

Talking to Ourselves: A Dialogical Exploration of Consumption Experiences

Contents:

Author Info

  • Shalini Bahl
  • George R. Milne
Registered author(s):

    Abstract

    This article introduces the dialogical nature of self to study consumers' inner dialogs in order to understand consumers' marketplace decisions and conflicts. The authors explore the meaning of consumption at multiple self levels and dialogical relationships to manage differences. The study uses mixed methods including in-depth interviews, multidimensional scaling, cluster analysis, and metaphors to distill important voices in their informants. They find that the consumption stories vary across self levels. The meta-self level reflects a dispassionate representation of the primary I-positions in consumers and does not explain what the consumers experience at the time of actual consumption. An examination of inconsistent consumption preferences at the level of I-positions reveals that dialogical relationships labeled compartmentalization, compassion, negotiation, and coalition can avoid and manage conflicts, while relationships involving opposition and domination reflect unresolved conflicts. Suggestions to use the dialogical self model for addressing issues of negative selves, addictions, and domination in future research are provided. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/650000
    File Function: link to full text
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 37 (2010)
    Issue (Month): 1 (06)
    Pages: 176-195

    as in new window
    Handle: RePEc:ucp:jconrs:v:37:y:2010:i:1:p:176-195

    Contact details of provider:
    Web page: http://www.journals.uchicago.edu/JCR/

    Related research

    Keywords:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:37:y:2010:i:1:p:176-195. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.