Not All Identities Are Created Equal: the Effect of Identity Origin on Identity-Relevant Behavior

Carter Morgan, University of Miami, USA
Keri Kettle, University of Miami, USA
We examine how the origin of a social identity predictably affects identity-relevant consumption behavior. We demonstrate that consumers have fewer negative associations for chosen than endowed social identities, dislike dissociative out-groups more strongly for chosen than endowed identities, and that identity origin affects conformity and divergence decisions.
[ to cite ]:
Carter Morgan and Keri Kettle (2015) ,"Not All Identities Are Created Equal: the Effect of Identity Origin on Identity-Relevant Behavior", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 799-799.