Group-Member Magnification: Brand Entitativity Polarizes Judgments of Products

The mere knowledge that an individual is part of an entitative or unified group affects responses to that individual. Products that are part of entitative collections of products (i.e. brands) elicit polarized judgments and consumption amounts because these products seem to possess the meaningful essence of the brand.


Robert Smith (2015) ,"Group-Member Magnification: Brand Entitativity Polarizes Judgments of Products", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 691-691.


Robert Smith, Ohio State University, USA


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness

Linda Hagen, University of Southern California, USA

Read More


L7. The Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior

Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA

Read More


How Do Platform-Based Networks Shape Systemic Value Creation Through Experiences?

Bernardo Figueiredo, RMIT University
daiane scaraboto, Pontificia Universidad Católica de Chile

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.