ABSTRACT
It might be said that consumption begins and ends with the self. We are interested in social influence primarily because of its ability to move the self to action (i.e. in buying and consuming products and services) and its use or exemplification by the self in moving others to so act. However, what the self is and its relation to social influence are both complex and ambiguous issues and will require some unpacking and repacking. The chapter begins with an analysis of the self and its relation to consumption. Next we
consider social influence and its manifestation in marketing. It will become evident that the self is both constituted by, and reciprocally and reflexively connected to, cognitive processes and emotions. Moreover, social influence both shapes and is shaped by the self. The chapter closes with directions for future research.
