Superordinate Regional Identities and the Salience of Intergroup Rivalry: Effects of Spontaneous Recategorization on Brand Attitudes

Carlos J. Torelli, University of Minnesota, USA
Rohini Ahluwalia, University of Minnesota, USA
Jennifer L. Stoner, University of Minnesota, USA
Shirley Y. Y. Cheng, Hong Kong Baptist University
Under the influence of chronically/temporarily salient identity needs, and when exposed to brands associated with a subgroup nested within the same regional identity, consumers can recategorize at the superordinate regional identity and exhibit more favorable attitudes toward former outgroup brands. However, this effect only emerges under low-levels of rivalry salience.
[ to cite ]:
Carlos J. Torelli, Rohini Ahluwalia, Jennifer L. Stoner, and Shirley Y. Y. Cheng (2014) ,"Superordinate Regional Identities and the Salience of Intergroup Rivalry: Effects of Spontaneous Recategorization on Brand Attitudes", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 709-710.