Can Brands Move in From the Outside: How Moral Identity Enhances Out-Group Brand Evaluations

In-group favoritism and out-group hostility are well-established in both psychology and marketing. However, factors that may overcome out-group hostility, thereby improving out-group brand evaluations are not understood. Drawing upon the moral identity literature, we theorize that moral identity can enhance out-group (but not in-group) brand evaluations through decreased psychological distance.


Woo Jin Choi and Karen Winterich (2012) ,"Can Brands Move in From the Outside: How Moral Identity Enhances Out-Group Brand Evaluations", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 693-694.


Woo Jin Choi, Texas A&M University, USA
Karen Winterich, Pennsylvania State University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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