Multiple Selves and the Relevance of the Familial Context

Abstract

Adolescence is a period that allows for experimentation of new behaviours and the temporary adoption of different selves. Indeed, a number of researchers have questioned the notion of a single identity and proposed a more flexible and temporary construct (Hall 1996). If the way in which individuals express themselves is intrinsically linked to the concept of identity and sense of self, understanding how identities are formed and how this may influence consumption has significant implications for marketing. This paper considers if the concept of multiple selves is evident through adolescent music consumption and what, if any, variables facilitate in understanding the adolescent and their sense of "self". These initial exploratory findings suggest that the adolescents in this sample raised in blended and single parent families have a greater number of "selves" and invest more resources to belong to social groups.