When Do Consumers Prefer Mistargeted Products? the Effect of Structure and Competition on Preference For Identity-(In)Consistency

Julian Saint Clair, University of Washington, USA
Mark Forehand, University of Washington, USA
Consumers have multiple identities that may be momentarily activated, leading toward approach toward identity-consistency and avoidance of identity-inconsistency. Contrary to this robust effect, three experiments show that a(n) associated (disassociated) inter-identity structure leads to approach toward identity-inconsistency, but only when inter-identity competition is low (high).
[ to cite ]:
Julian Saint Clair and Mark Forehand (2012) ,"When Do Consumers Prefer Mistargeted Products? the Effect of Structure and Competition on Preference For Identity-(In)Consistency", 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.