Group-Member Magnification: Brand Entitativity Polarizes Judgments of Products

Robert Smith, Ohio State University, USA
The mere knowledge that an individual is part of an entitative or unified group affects responses to that individual. Products that are part of entitative collections of products (i.e. brands) elicit polarized judgments and consumption amounts because these products seem to possess the meaningful essence of the brand.
[ to cite ]:
Robert Smith (2015) ,"Group-Member Magnification: Brand Entitativity Polarizes Judgments of Products", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 691-691.