Tattooed Individuals in a Community: Motivations and Identities

ABSTRACT

Expounding upon social identity theory and the extended self-concept, this study examined the role of individuals’ motivations to get tattooed and their identities within their feelings of community connectedness. With the growing prevalence of tattooed individuals, antiquated notions of deviant behavior may be transitioning to a broader representation of the tattooed community in academic research. This study was designed with three objectives; first, we examined the effects of tattoo motivations on an individual’s self- and group-identity, second, we examined the effects of identities on community connectedness; and finally, we investigated the moderating effects of tattoo coverage on the body in relationship to tattoo motivations and identities. Findings revealed that uniqueness positively influenced group-identity, but not self-identity; spirituality positively influenced both self-identity and group-identity; belongingness positively influenced group-identity, while counter-culture negatively influenced group-identity. Furthermore, both self-identity and group-identity positively influenced community connectedness. Finally, the moderating effects of tattoo coverage existed for two relationships: (a) between uniqueness and self-identity and (b) between spirituality and self-identity.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Sarah Frankel

Sarah Frankel is a Ph.D. candidate in the Department of Retail, Hospitality, and Tourism Management at the University of Tennessee, Knoxville. Her research interests focus on qualitative methodologies, the tattooed community, alternative hedonism, and anything that is truly outrageous!

Michelle Childs

Dr. Michelle Child’s primary research interests are brand extensions, brand collaborations, and international retailing. She has conducted research on various brand extension strategies of fashion apparel brands and its impact on brand image. This includes brand collaborations, such as brand and retailer collaborations and brand and cause collaborations and its impact on brand image. She also enjoy examining topics related to international retailing, such as economical and psychological factors that impact internationalization strategies.

Youn-Kyung Kim

Dr. Youn-Kyung Kim’s research focuses on consumer experiences in the contexts of branding, sustainable consumption, digital and social media consumption, cultural and ethnic influences, and tourist shopping.