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Seeing and Being Seen

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The Power of Customer Misbehavior

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Abstract

One of our co-authors, whose identity we will protect, is not what most would describe as a snazzy-dresser, unless his wife intercedes and picks out his clothes for some special event and then of course he looks very dapper. He’s proud of this lack of style and when we began discussing how people tie their self-identity to their clothes, he was quick to point out that he must not be one of those individuals. Unfortunately for him, this isn’t true. Our self-identity plays a larger role in many aspects of our lives than most of us like to admit — one of the co-authors especially. As the cognitive scientist, Donald Norman, in his 2007 book, Emotional Design: Why We Love (or Hate) Everyday Things, states, ‘Even those who deny any interest in how others view them actually do care, if only by making sure that everyone else understands that they don’t. The way we dress and behave, the material objects we possess, jewelry and watches, cars and homes, all are public expressions of our selves.’1 This concept of using clothes, body art, or material possessions to display our self-identity is deeply rooted in the reflective level of the brain and highly dependent upon cultural norms.

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Authors
  1. Michael Fisher
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  2. Martin Abbott
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  3. Kalle Lyytinen
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© 2014 Michael Fisher, Martin Abbott, and Kalle Lyytinen

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Fisher, M., Abbott, M., Lyytinen, K. (2014). Seeing and Being Seen. In: The Power of Customer Misbehavior. Palgrave Macmillan, London. https://doi.org/10.1057/9781137348920_7

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