These Clothes Become You: Effects of Consumption on Social-Identification

Rob Nelissen, Tilburg University, The Netherlands
Maartje Elshout, Tilburg University, The Netherlands
Ilja van Beest, Tilburg University, The Netherlands
People not only consume to express themselves but may also derive social identities from their consumption. After using a consumer product associated with a negatively valenced out-group, people were more inclined to affiliate with, hold more positive attitudes to, and show more favoritism to the out-group, particularly after social exclusion.
[ to cite ]:
Rob Nelissen, Maartje Elshout, and Ilja van Beest (2013) ,"These Clothes Become You: Effects of Consumption on Social-Identification", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.