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An Eriksonian Approach To Consumer Identity, Sandra Rathod
An Eriksonian Approach To Consumer Identity, Sandra Rathod
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Rathod, Sandra R. Ph.D., Purdue University, December 2013. An Eriksonian Approach to Consumer Identity. Major Professor: Richard A. Feinberg.
Ego development is the fifth stage in Erikson's Lifecycle Development theory (1959) and is a major psychosocial stage beginning in adolescence and lasting into emerging adulthood. Past research based upon Marcia's Ego Identity Status Paradigm (1996) has investigated a number of ideological and interpersonal domains relevant to one's ego identity, however in today's consumer societies, where what you have is at least as important is who you are or what you do, an Eriksonian approach to consumer ego identity (CEI) has …