A.P.E.

Consumer Identity and Brand Identity in Contemporary Consumption

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A brand is more than just a product, a specific offering, or a set of functional attributes. From a psychological perspective, a brand is an entity with which consumers can develop a relationship. Therefore, the goal of brand identity management is to develop brands that consumers can strongly identify with.

The traditional view of consumer goods suggests they address both the functional and experiential needs of consumers. Functional needs relate to the utilitarian use of a product, focusing on “what the product does.” Experiential needs, in contrast, emphasize the subjective experiences derived from the product. However, a third category, symbolic needs, is also recognized in consumer psychology. This category highlights the role of a product in shaping a consumer’s identity within their social context.

Consumer identity has been a widely discussed topic in both psychology and marketing literature. Identity is a complex and multifaceted concept, comprising of multiple social and personal dimensions. According to Oyserman, the consumer’s “identity-based motivation is the readiness to engage in identity-congruent action (…) and to use identity-congruent mindsets in making sense of the world”. In consumption contexts, this means that individuals are more likely to choose products and brands that align with who they believe they are, or who they aspire to become.

Identity can be defined as any category label to which a consumer self-associates that provides a clear representation of the typical characteristics, thoughts, emotions, and actions of individuals belonging to that category. Consequently, consumers hold multiple identities: this includes personal identities (based on personal attributes), relational identities (derived from relationships with others), or social identities (based on affiliation with a social group).

Studies on consumers’ identity work have grown significantly over the years: specifically, the literature on consumer-brand relationships has underlined that consumers have varied types of relationships with brands. A key dimension of this relationship is “self-connection”, which measures how much a brand supports and reflects an individual’s sense of identity, personal values, and life goals.

To understand how brands can become part of one’s identity, it’s necessary to first examine the psychological concept of the self. The concept of “self” was introduced by the cognitive psychologist William James in the late 19th century, who divided it into two distinct components: the “I” and the “Me.” 

The “I” represents the conscious subject, the active agent capable of performing actions in the external world. The “Me” is an internal component, closely tied to personal experiences, sentiments, and feelings. It encompasses how one views and perceives oneself.

James emphasized that social relationships are critically important in the development of the self, particularly the social “Me.” These relationships significantly influence and shape both the “I” and the “Me.”

Later theories of the self further differentiated between the “real self” (how individuals see themselves), the “ideal self” (how they would like to be), and the “social self” or “normative self” (how they believe they are perceived by others). Consumption choices often aim to maintain consistency with the real self or reduce the gap between the actual and ideal self. This explains why certain brands feel “right” to some consumers while others are rejected despite similar functional attributes.

The visual appearance, or aesthetic, of a product is a manifestation of identity. When a consumer acquires a product with high “design salience” (e.g., luxury or highly specialized design), it can create a sense of aesthetic incongruity, defined as a mismatch between the new object and its existing environment, and which is often accompanied by negative feelings.

Rather than simply returning the item, consumers are frequently driven by a “compulsion” to make subsequent purchases to resolve this inconsistency and achieve a “complete” environment. This mechanism highlights how the desire for environmental harmony can be a powerful driver of further consumption. 

Last but not least, it is also crucial to highlight that consumer identity is not static. Research adopting a life-span perspective shows that the self-concept evolves across the life cycle, shaped by factors such as age, life events, cultural background, and social roles. As identities change, so do consumption patterns.

In conclusion, understanding consumer identity is essential for success in the modern marketplace. Consumption plays a significant role in identity processes, formation and maintenance, fulfilling psychological needs that go beyond utility. Acknowledging the role of identity in consumer behavior allows for a more profound understanding of why people choose what they choose.

Majdancic Lucia

lucia.majdancic01@icatt.it

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