Identity interplay: The importance and challenges of consumer research on multiple identities

Abstract

Although it is well accepted that the self-concept includes numerous identities, the preponderance of past consumer identity research has explored one identity at a time and this focus has limited new insights into the interplay between identities. We integrate across research streams to propose a Multiple-Identity Network as a unifying framework to help inform and direct future research on multiple identities. This framework identifies three important areas of opportunity for research on multiple identities: (a) Identity Structure, (b) Identity Management, and (c) Identity Change processes that drive both structure and management.