Shifting Identities and Brand Preferences: How and When a Malleable Identity Helps Individuals Differentiate With Brands

Sara Dommer, University of Pittsburgh, USA
Vanitha Swaminathan, University of Pittsburgh, USA
Rohini Ahluwalia, University of Minnesota, USA
This research consists of four experiments which examine why individuals choose brands that make them distinctive from others. It is shown that certain individuals (e.g., those low in self-esteem) use counter-conforming brands to cope with social exclusion; these individuals also prefer exclusive brands, when their belongingness needs are fulfilled.
[ to cite ]:
Sara Dommer, Vanitha Swaminathan, and Rohini Ahluwalia (2012) ,"Shifting Identities and Brand Preferences: How and When a Malleable Identity Helps Individuals Differentiate With Brands", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 604-605.