1 Building, Losing, and Reconstructing Social Identities: An Investigation on the Symbolic Use of Credit by Poor Consumers in Brazil Cecília Lima de Queirós Mattoso Professor Escola Superior de Propaganda e Marketing Email: cicalima@terra.com.br Angela da Rocha (Contact Author) Professor COPPEAD, The Federal University of Rio de Janeiro angela@coppead.ufrj.br (55) (21) 2598-9889