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Creating Diderot unities – quest for possible selves?

Creating Diderot unities – quest for possible selves? 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Creating Diderot unities – quest for possible selves?

Journal of Consumer Marketing , Volume 20 (1): 11 – Feb 1, 2003

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363760310456946
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Feb 1, 2003

Keywords: Product attributes; Lifestyles; Symbolism; Cognition

References