The Postmodern Consumer: An Identity Constructor?

Manel Hamouda, Abderrazak Gharbi


This article attempts to contribute to better understand the postmodern consumer, by trying to identify one of its
main characteristics: an identity constructor. Indeed, after studying the postmodern conditions, we have noticed
that every condition favors the creation of identities voluntarily and consciously assumed by the consumer. The
consumer is always looking to be socially desired by changing his identity every time he wishes. An empirical
study was, therefore, conducted to confirm this postmodern consumer trend. The results found shows that the
postmodern consumer is not seeking to manage his impression in front of others through changing identities but
rather he seeks to live deeply himself in all identities which he built.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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