An alternative to the information-processing model of the consumer choice process is developed, based on emotional processes rather than cognitive evaluation and which instead of focusing on the individual decision maker locates consumer choice in its social and cultural context. Motivation in the model is drawn from the symbolic project of the self, which views consumption as a resource for the extraction of symbolic meaning for identity construction, maintenance and communication. The conceptual model is non-linear, emotion being seen as complex, socially-constructed and sometimes followed by post-hoc rationalisation. The implications for brand positioning strategy and marketing research methods are discussed.