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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....ribe.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.


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