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The Complexity of identity

 
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<abstract>Identity can be defined as the myriad labels that people use to express who they are. Consumers categorize themselves  on the basis of demographics, social roles and shared consumption patterns or preferences. The potencial identities that people possess are both numerous and fluid, varying over an individual's lifetime and across situations</abstract>
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<text>Vol. 46, nº 3, Spring 2005 ; p. 18-22</text>
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