These Clothes Become You: Effects of Consumption on Social-Identification

People not only consume to express themselves but may also derive social identities from their consumption. After using a consumer product associated with a negatively valenced out-group, people were more inclined to affiliate with, hold more positive attitudes to, and show more favoritism to the out-group, particularly after social exclusion.


Rob Nelissen, Maartje Elshout, and Ilja van Beest (2013) ,"These Clothes Become You: Effects of Consumption on Social-Identification", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Rob Nelissen, Tilburg University, The Netherlands
Maartje Elshout, Tilburg University, The Netherlands
Ilja van Beest, Tilburg University, The Netherlands


NA - Advances in Consumer Research Volume 41 | 2013

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