27 - Navigating inconsistent consumption preferences at multiple levels of the dialogical self

Summary

This chapter describes how Dialogical self theory (DST) provides a unique lens to study consumer behaviour and discusses a mix of methods used to address the research questions. It draws different cases to illustrate the major findings of our research with respect to consumption meanings at multiple self levels and how internal inconsistencies are managed. It discusses on how these findings extend our understanding of consumer behaviour in the context of identity conflicts and inconsistent consumption preferences, with some suggestions for future research. Postmodern research in consumer behaviour has moved away from unified meanings and metanarratives to the fragmented subject with multiple narratives reflecting multiple realities. DST opens new doors for transformative consumer researchers to engage in cross-disciplinary work that has a real impact on consumer well-being. It provides a conceptual framework to study the effects of dialogue in decision-making related to mindful consumption choices and lifestyles.