摘要：The dramaturgical organizing framework introduced here supplies consumers and consumer researchers with new avenues of exploration. The theatric metaphor found in impression management theory was reconfigured utilizing terminology more inherent to the discussion of consumer behavior. This dramaturgical metaphor allows consumer researcher to study an individual out in public as if one were studying an actor performing on stage in front of an audience. Consumers could also utilize this perspective. It is argued here that topics such as the individual consumer (actor), a reference group (chorus), products (props), and brands (masks) could all be studied through dramaturgy. Two case studies are presented showing how this new framework can be applied to consumer research.
