Can Brands Move in From the Outside: How Moral Identity Enhances Out-Group Brand Evaluations

Woo Jin Choi, Texas A&M University, USA
Karen Winterich, Pennsylvania State University, USA
In-group favoritism and out-group hostility are well-established in both psychology and marketing. However, factors that may overcome out-group hostility, thereby improving out-group brand evaluations are not understood. Drawing upon the moral identity literature, we theorize that moral identity can enhance out-group (but not in-group) brand evaluations through decreased psychological distance.
[ to cite ]:
Woo Jin Choi and Karen Winterich (2012) ,"Can Brands Move in From the Outside: How Moral Identity Enhances Out-Group Brand Evaluations", 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: 693-694.