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Consumer Identity Renaissance: The Resurgence of Identity-Inspired Consumption in Retirement

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  • Hope Jensen Schau
  • Mary C. Gilly
  • Mary Wolfinbarger
Abstract
Using multimethod data, we investigate retirement as a life stage centered on consumption, where cultural scripts are particularly contested and in flux and where we witness an increase in breadth and depth of identity-related consumption, which we term consumer identity renaissance. While prior research on older consumers focuses on corporeal and cognitive decline and its impact on individual decision-making situations, our attention is drawn to the competency and growth potential of those who have exited their formal productive stage and privilege consumption as a means to create and enact identity. Contrary to the received view of older consumers simply reviewing and integrating their already developed identities, we find retirement can be a time of extensive identity work with multiple revived and emergent inspirations weaving across all time orientations (past, present, and future) and involving intricate consumption enactments.

Suggested Citation

  • Hope Jensen Schau & Mary C. Gilly & Mary Wolfinbarger, 2009. "Consumer Identity Renaissance: The Resurgence of Identity-Inspired Consumption in Retirement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(2), pages 255-276.
    • Handle: RePEc:oup:jconrs:doi:10.1086/597162
    DOI: 10.1086/597162
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