“…Philosophy (Sartre 1969), social identity theory (Brown, Tajfel, and Turner 1980;Tajfel and Turner 1986;Turner, Brown and Tajfel 1979), acculturation psychology (Berry 2001;Leong 2008), sociology (Nagel 1994), and consumer research (Avery 2007;Kates 2004;Schouten and McAlexander 1995;Zaltman 2000) have long established the idea that human identity can only be constructed in relation to a social environment. Sartre (1969), for instance, generally maintained that to fully realize all structures of their being, humans depend on observations of and interactions with other humans.…”