Communicating with the fragmented consumer

Chris Hackley, professor of marketing at Royal Holloway College, London University, argues that today social identity is a 'pick'n'mix stall', where consumers express their identity through a range of consumption choices.

Communicating With The Fragmented Consumer

Chris Hackley University of London

Various social psychologists and sociologists (for example  Kenneth Gergen and Anthony Giddens) have tried to appraise the state of social identity...

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