The consumption of women’s shoes as an expression of the Self
DOI:
https://doi.org/10.18568/ijbmkt.9.1.289Keywords:
Female shoes, Women’s shoes, Social Identity Theory, Self Theory, Extended Self, Consumer behaviorAbstract
Abstract: Based on the use of women’s shoes as a self-expression tool, in this study I aim to understand how women choose their shoes and what identities they seek to represent in society when choosing and wearing a particular pair. The impact of the pandemic (Covid-19) on the behavior of these women was considered part of the analysis. This study was developed using Russell Belk’s Theory of Self (1988) and Henri Tajfel’s Theory of Social Identity (1978). Twenty-two women, aged between 25 and 69 years, belonging to social class A, were interviewed, using a qualitative approach, in-depth interview method (Long Interview) and a semi-structured script as support. Through the interviews and the capture of photos of the selected shoes by the interviewees, it was possible to establish a connection between the different selves represented by each one, as well as the distinction between their real self and the social self. Shoes proved to have a relevant role in the construction of the interviewees’ identity, even though they are still subjected to social demands and expectations. Comfort, beauty, and quality were highlighted as very important factors when choosing shoes. Customer knowledge, especially in a post-pandemic moment, will allow better management measures and decision-making on the products offered.
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