Substituting Brands With Social Behavior to Satisfy Identity Needs

Robert Kreuzbauer , Nanyang Technological University, Singapore
Chi-Yue Chiu, Nanyang Technological University
This research demonstrates that consumers’ pursuit of social-identity goals is a dynamic process continuously shaped by their product interactions. We show that the mere act of being handed a brand can satisfy a salient distinctiveness-(connectedness) need, and results in a reduced likelihood of expressing this need in a subsequent social-task.
[ to cite ]:
Robert Kreuzbauer and Chi-Yue Chiu (2011) ,"Substituting Brands With Social Behavior to Satisfy Identity Needs", 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.