Escaping the Crosshairs: Possibilities and Perils in Identity Marketing

Amit Bhattacharjee, Dartmouth College, USA
Geeta Menon, New York University, USA
Americus Reed II, University of Pennsylvania, USA
Jonah Berger, University of Pennsylvania, USA
When does identity marketing backfire? We demonstrate that messages that merely reference consumer identity increase purchase, but messages that explicitly define the terms of consumer identity expression actually reduce purchase. Identity-defining messages threaten consumer autonomy in identity expression and lead consumers to avoid even products that resonate with their identity.
[ to cite ]:
Amit Bhattacharjee, Geeta Menon, Americus Reed II, and Jonah Berger (2012) ,"Escaping the Crosshairs: Possibilities and Perils in Identity Marketing", 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: 288-292.