Communicating With The Fragmented Consumer
Chris Hackley University of London
Various social psychologists and sociologists (for example Kenneth Gergen and Anthony Giddens) have tried to appraise the state of social identity...
Communicating with the fragmented consumer
Chris Hackley, professor of marketing at Royal Holloway College, London University, argues that today social identity is a 'pick'n'mix stall', where consumers express their identity through a range of consumption choices.
