ABSTRACT
A consumer's sense of who they are is complex. In fact, identity is often at the core of how consumers can generate their sense of happiness, meaningfulness and life satisfaction. Perhaps the important insight regarding identity is the idea that if a product, brand, service, or behavior becomes internalized as part of a consumer's sense of identity, then identity loyalty is the result. Think of it as an opportunity to understand that the consumer may think, feel and do different things because that identity is a proscription to guide their judgment and decision making. Understanding different identities may have different and even opposite implications as to how that consumer may behave while they are in that role. What is interesting is that the different identities a consumer may have can become strongly associated with specific attitudes, emotions and behaviors. Marketing managers and public policy advocates should take heed.
