Psychology's study of the self-concept has generated numerous paradigms with different underlying assumptions. In this article it is argued that these assumptions must be considered before a self-concept paradigm can be meaningfully applied to consumer research. The major premise in this article is that the recent work on social identity is a particularly meaningful paradigm to adopt for consumer research that implicates the self. This argument is developed with a conceptual discussion of major self-concept issues, an overview of basic self-concept paradigms in psychology, and a synthesis of possible factors that may be considered in future theories of social-identity-based consumption decision making.
Referencias: Reed II, A. (2002, March). Social Identity as a Useful Perspective for Self-Concept-based Consumer Research. Psychology & Marketing, 19(3), 235-266. Retrieved October 17, 2008, from Communication & Mass Media Complete database.
Psychology's study of the self-concept has generated numerous paradigms with different underlying assumptions. In this article it is argued that these assumptions must be considered before a self-concept paradigm can be meaningfully applied to consumer research. The major premise in this article is that the recent work on social identity is a particularly meaningful paradigm to adopt for consumer research that implicates the self. This argument is developed with a conceptual discussion of major self-concept issues, an overview of basic self-concept paradigms in psychology, and a synthesis of possible factors that may be considered in future theories of social-identity-based consumption decision making. 
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