Transformative Outcomes of Identification Formation and Narrative Transparency

Melea Press, University of Wyoming, USA
Eric J. Arnould, University of Wyoming, USA
In this presentation we develop a model of the process of identification formation between constituents and organizations. We use this model to examine what leads individuals down the road towards meaningful connections with organizations, and ultimately to personal transformation, in this case towards more sustainable consumption patterns. We reveal the importance of narrative (as opposed to measured) transparency in communicating the values of the organization.
[ to cite ]:
Melea Press and Eric J. Arnould (2011) ,"Transformative Outcomes of Identification Formation and Narrative Transparency", 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.