When identity projects go wrong - an exploration of identity-inconsistent consumption using techniques of neutralisation
(2020)
Thesis
Du, Y. When identity projects go wrong - an exploration of identity-inconsistent consumption using techniques of neutralisation. (Thesis). University of the West of England. Retrieved from https://uwe-repository.worktribe.com/output/1490947
The research relates to identity projects and the question of why consumers still purchase identity-inconsistent products. Specifically, the research aims to explore what happens when identity projects goes wrong. Identity projects is the theory t... Read More about When identity projects go wrong - an exploration of identity-inconsistent consumption using techniques of neutralisation.