Accentuate the Positive: How Identity Affects Customer Satisfaction

We examine how identity-based marketing moderates the impact of product experience on customer satisfaction. The results of six experiments show that identity increases satisfaction with a positive but not negative experience, and perceived product performance mediates this interactive effect. We also test boundary conditions on the phenomenon.


Tilottama G. Chowdhury, Kalpesh K. Desai, and Lisa Bolton (2012) ,"Accentuate the Positive: How Identity Affects Customer Satisfaction", 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: 993-994.


Tilottama G. Chowdhury, Quinnipiac University, USA
Kalpesh K. Desai, State University of New York, Binghamton, USA
Lisa Bolton, Pennsylvania State University, USA


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


“It’s Not You, It’s Me”: How Corporate Social Responsibility Decreases Customer Citizenship Behavior

Sofia Batista Ferraz, EAESP-FGV
Andres Rodriguez Veloso, University of São Paulo, Brazil
Diogo Hildebrand, Baruch College, USA

Read More


The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure

Kamila Sobol, Concordia University, Canada

Read More


When the Ends Do Not Justify Paying for the Means: Consumers Prefer Shifting Costs from Means to Goals

Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, 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.