If I don’t have it, is it still me?: an exploration into the relationship between access-based consumption and identity

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dc.contributor Beatty, Sharon E.
dc.contributor Franke, George
dc.contributor Reynolds, Kristy E.
dc.contributor McDonald, Kristina L.
dc.contributor.advisor Baker, Thomas L.
dc.contributor.author Tariq, Ayesha
dc.date.accessioned 2017-07-28T14:12:37Z
dc.date.available 2017-07-28T14:12:37Z
dc.date.issued 2017
dc.identifier.other u0015_0000001_0002657
dc.identifier.other Tariq_alatus_0004D_12984
dc.identifier.uri http://ir.ua.edu/handle/123456789/3253
dc.description Electronic Thesis or Dissertation
dc.description.abstract It has been well-recognized in Marketing literature that possessions serve as a visible representation of one’s identity. Similarly, tastes in music, books, and movies are also an outward signal of one’s identity. Both possessions and music taste serve as instruments of self-expression and group affiliation. The relationship between products, consumption, and identity has always been researched with the focus on material objects owned by the consumer. However, recent years have seen a marked change in consumption practices involving both the mode of consumption and the form in which products are consumed. Access-based consumption, or consumption without ownership, is rapidly overtaking purchase as a popular mode of consumption. Additionally, technological developments in the 21st century have led to the existence of books, music, movies, even personal memorabilia, in a digital, dematerialized form. The availability of services provided by firms such as Spotify, Pandora, or Netflix, compounds the issue as they provide content which exists in a digital form and can only be consumed in an access-based format. Set in the context of consumption of access-based music providing services such as Spotify or Pandora, this dissertation serves two main objectives. First, we explore the drivers of consumers’ attitude towards non-ownership/access-based consumption of non-material/digital content by identifying consumer characteristics that lead to a positive attitude towards access-based consumption of digital music. Secondly, we aim to investigate the role of identity forming aspects of such consumption in the relationship between consumers’ characteristics, their attitude towards access-based consumption, and social and market implications of these relationships as evidenced by consumers’ post-purchase reactions towards these services and their intent to continue using these services. Using social identity theory (SIT) as a background, we use both qualitative data and empirical analysis to conduct this research.
dc.format.extent 129 p.
dc.format.medium electronic
dc.format.mimetype application/pdf
dc.language English
dc.language.iso en_US
dc.publisher University of Alabama Libraries
dc.relation.ispartof The University of Alabama Electronic Theses and Dissertations
dc.relation.ispartof The University of Alabama Libraries Digital Collections
dc.relation.hasversion born digital
dc.rights All rights reserved by the author unless otherwise indicated.
dc.subject.other Marketing
dc.title If I don’t have it, is it still me?: an exploration into the relationship between access-based consumption and identity
dc.type thesis
dc.type text
etdms.degree.department University of Alabama. Dept. of Management and Marketing
etdms.degree.discipline Marketing
etdms.degree.grantor The University of Alabama
etdms.degree.level doctoral
etdms.degree.name Ph.D.

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