When Do Consumers Bolster Their Preferences in the Face of Threat? the Role of Self-Construal and Collective Identity Activation

Katherine White, University of Calgary, Canada
Jennifer Argo, University of Alberta, Canada
Jaideep Sengupta, HKUST, China
We propose and find that those with more interdependent (vs. independent) self-construals tend to prefer (avoid) an identity-linked product when that identity is threatened. Among interdependents, identity threat primes their repertoire of social identities, which they are able to utilize as a resource that helps to buffer against threat.
[ to cite ]:
Katherine White, Jennifer Argo, and Jaideep Sengupta (2011) ,"When Do Consumers Bolster Their Preferences in the Face of Threat? the Role of Self-Construal and Collective Identity Activation", 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.