“Marketing experts know that consumers use products to help construct personal identity. When a person decides to purchase a Hummer rather than a Prius, for instance, that person is also buying a certain lifestyle or attitude. And with so many products to choose from, it is easy to change one’s identity by simply purchasing different products.
But what about tattoos? For marketing researchers, tattoos present interesting questions because unlike clothes, jewelry, cars and even houses, tattoos do not change. They are permanent, infinitely customized and essentially immutable products. A University of Arkansas researcher says people use tattoos as a way to find meaning, permanence and stability – and thus a coherent identity – in an increasingly complex and fragmented world. “