Who are you calling 'hipster'? Consumers defy labels and stereotypes

People who fall into groups such as yuppies, metrosexuals, urban gangstas and hipsters regularly deny they are members of the often-mocked groups. For marketers, the problem is that they also deny being consumers of products associated with those classifications -- even though they are.
A study, to be published in the February 2011 edition of the Journal of Consumer Research, entitled Demythologizing Consumption Practices: How Consumers Protect Their Field-Dependent Identity Investments from Devaluing Marketplace Myths, explores these challenges.

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