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  1. 1 Slovenský národopis (Slovak Ethnology)

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  1. 1 Hudakova E.

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  1. 1 2009

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IDENTITY PROJECT AND CONSUMPTION GOODS (DRAFT OF THEORETICAL FRAME) (Projekt identity a predmety spotreby (teoreticky nacrt vymedzenia problematiky))

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Hudakova E.
Slovenský národopis (Slovak Ethnology)
|
2009
|
vol. 57
|
issue 3
386-396
EN
The aim of the paper is to put stress on self- identity in a form of life-stories in consumption processes of a person, as a field for further research in frame of not only psychology or marketing sciences, but also consumption anthropology. The authoress tries to assign the influence of life stories on purchasing decision and future purchasing plans of a person to obtain consumption goods he/ she dreams about. The attempt is to show one of the possible explanations for consumer's choice when deciding about a purchase, based on life stories. Those are created in order to provide one's life with unity or purpose to be either kept for one's explanation of life or to communicate one's stories to other people. Concept has the ambition (for now only theoretical) to explain different preferences for consumption goods among people as members of relatively equal social groups and that identity in form of life stories has deeper influence on purchasing decision of a person as the actual social environment one lives in has.
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