Escaping the Crosshairs: Possibilities and Perils in Identity Marketing

When does identity marketing backfire? We demonstrate that messages that merely reference consumer identity increase purchase, but messages that explicitly define the terms of consumer identity expression actually reduce purchase. Identity-defining messages threaten consumer autonomy in identity expression and lead consumers to avoid even products that resonate with their identity.



Citation:

Amit Bhattacharjee, Geeta Menon, Americus Reed II, and Jonah Berger (2012) ,"Escaping the Crosshairs: Possibilities and Perils in Identity Marketing", 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: 288-292.

Authors

Amit Bhattacharjee, Dartmouth College, USA
Geeta Menon, New York University, USA
Americus Reed II, University of Pennsylvania, USA
Jonah Berger, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Q8. Avatars, Consumers and Possession in Online Gaming

Feihong Hu, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK

Read More

Featured

K13. When Does Humor Increase Sharing?

John Yi, University of Arizona, USA
Caleb Warren, University of Arizona, USA

Read More

Featured

N9. Effects of Awe on Consumers’ Preferences for Bounded Brand Logos

Fei Cao, Renmin University of China
Xia Wang, Renmin University of China

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.