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Open Access research that challenges the mind...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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Identity in motion: an exploratory study of conspicious consumption among car cruisers

Brownlie, D. and Hewer, P.A. and Treanor, S. (2006) Identity in motion: an exploratory study of conspicious consumption among car cruisers. Finanza Marketing e Produzione, 5. pp. 99-107. ISSN 1593-2230

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Abstract

For some people brands are consumed for their difference. For others cars are consumed simply with indifference. However, of interest to this study are those for whom the mere presence of brand signs and symbols demands an act of agency - that of debadging which we believe signals, not only a desire to stand out from the crowd but more importantly to affiliate with others.