Handbook of Research on Identity Theory in Marketing
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Handbook of Research on Identity Theory in Marketing

Edited by Americus Reed and Mark Forehand

The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.
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Chapter 14: Memory pointers and identity

Gal Zauberman, Kristin Diehl and Alixandra Barasch


People accumulate experiences over their lifetimes that are central to their identities. In order to establish and verify these identities to themselves and others, people often accumulate memory pointers: objects or photos that they believe will help them remember the experience in the future. The authors show that memory pointers play an important role in safeguarding these memories and hence in verifying and protecting one’s identity over time. They also discuss how photos can have unique effects when they are acquired versus how they later serve as memory pointers.

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