This paper argues that who we are might affect what we buy and vice versa. An individual's identity project is analysed in terms of this person's consumption. In the identity project, the individual illustrates some artefacts that mirror her as a person and as a consumer. Focusing in particular on the concepts of self- and ideal congruity, this paper shows a possible interconnection between the individual's self-perception
This paper argues that who we are might affect what we buy and vice versa. An individual's identity project is analysed in terms of this person's consumption. In the identity project, the individual illustrates some artefacts that mirror her as a person and as a consumer. Focusing in particular on the concepts of self- and ideal congruity, this paper shows a possible interconnection between the individual's self-perception