Identity Expression With Brands Following a Self-Threat

Sara Loughran, University of Pittsburgh, USA
Vanitha Swaminathan, University of Pittsburgh, USA
Relationship anxiety lowers individuals’ confidence in their social selves - the selves that desire connections to others. We show that when individuals experience relationship anxiety, they use various coping methods (e.g., attachment to in-group possessions, increases in willingness to pay for in-group brands, lower attachment to outgroup possessions) to feel a greater connection with their ingroup and maximize distance from outgroups.
[ to cite ]:
Sara Loughran and Vanitha Swaminathan (2011) ,"Identity Expression With Brands Following a Self-Threat", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.