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Abstract
This study explores people's thoughts about their dwellings as an expression of identity. The results are based on a survey (N = 560) and 18 qualitative interviews with residents in high‐priced and low‐priced neighbourhoods in one city in Norway. The informants perceived their dwellings and neighbourhoods as providing information about personality and taste, interests, life phase, social status and relationships. Their attitudes towards the communicative aspect of their environment can be divided into three categories: one group had not thought much about the issue, and did not care about how others read their dwelling or environment; another group was not very aware of the issue, but became interested in the topic when asked about it; and the last group was definitely concerned about the presentation of self through dwelling and neighbourhood, and talked spontaneously about it. The survey revealed that 40% of the respondents were aware/very much aware of their dwelling reflecting who they are, but only 19% thought it was important. Respondents in the high‐priced neighbourhood were more aware of dwelling as personality than respondents in the lower‐priced neighbourhood. Differences in attitudes were larger between age groups than between neighbourhoods. Younger to middle‐aged respondents were more aware than older people of the communicative aspect of their environments. The results are discussed in relation to cohort, social identity, attitudes towards self‐presentation and the sensitivity of the topic. The study demonstrates the value of qualitative methods in studying the communicative aspect of the physical environment.