An Empiric Study about the Construction of Social Identity of Toy Art Consumer´s

Abstract

The existence of seemingly childish goods directed to adult consumers is a recent and growing market phenomenon. Having Toy Arts as an exemplar of such products, this investigation aims to understand how Toy Art consumers use it to build and manage their social identity, exploring the factors that trigger a process of extension of self. A qualitative study was conducted with in-depth interviews with 14 Toy collectors, male and female, between 19 and 38 years old, living in Minas Gerais, Rio de Janeiro, Rio Grande do Sul, São Paulo and Distrito Federal, during July and August 2009. Results show that informants use Toy Arts to build and manage their social identities, relying on it as a form of social expression and differentiation.