Choosing Identity: the Effects of Publicly Versus Privately Communicated Threats on Consumer Preferences

Madelynn Mathews, University of Calgary, Canada
Katherine White , University of Calgary, Canada
Jennifer Argo , University of Alberta, Canada
The authors demonstrate that when a particular aspect of social identity is threatened, consumers favor identity-linked products when threat is communicated publicly as opposed to privately. Consistent with the notion that this arises due to a desire for self-consistency, this effect only occurs among consumers high in self-consistency motives
[ to cite ]:
Madelynn Mathews, Katherine White , and Jennifer Argo (2011) ,"Choosing Identity: the Effects of Publicly Versus Privately Communicated Threats on Consumer Preferences", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 78-79.