Forget negotiation: The non-dialectical model of identity project by extreme sports participants

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Conference Proceeding

Publication Date



Identity negotiation has enabled contemporary consumers to ingeniously circumvent the calcified symbolic associations, norms, and power relations in the market while still conforming to socio-culturally created and marketized meanings. Ethnographic data collected from the X Games venues, however, demonstrate that dialectical negotiation of identity contributes much less than postulated to the performance of consumer identity.

Publisher's Statement

© 2011 Association for Consumer Research. Publisher's version of record: http://www.acrwebsite.org/volumes/15980/volumes/v38/NA-38

Publication Title

Advances in Consumer Research