We Hate Your Products: the Effects of Social Identity Threat on Out-Group Product Evaluation

In this research, we examine how consumers respond to a national brand failure. We demonstrate that a national brand failure can threaten consumers’ social identity. As a result, the consumers tend to derogate an out-group country’s products in order to restore the threatened social identity.



Citation:

Boyoun (Grace) Chae, Darren Dahl, and Rui (Juliet) Zhu (2011) ,"We Hate Your Products: the Effects of Social Identity Threat on Out-Group Product Evaluation", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 77-78.

Authors

Boyoun (Grace) Chae, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada
Rui (Juliet) Zhu, University of British Columbia, Canada



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

Meat the Needs: Ahold Delhaize Sustainable Retailing Model

Darrell Eugene Bartholomew, Pennsylvania State University, USA
Maggie M Mehalko, Pennsylvania State University, USA

Read More

Featured

Green Experiences: Using Green Products Improves the Accompanying Consumption Experience

Ali Tezer, HEC Montreal, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Featured

Beyond Needs and Wants: How Networked Hyper-rational Economic Actors “Win” the Deal but “Lose” the Shopping Trip

Colin Campbell, University of San Diego, USA
Hope Schau, University of Arizona, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.