When Shift Happens: Social Identity Threat and Consumer Preferences

The current research examines the influence of social identity threat on consumer preferences. In particular, we test the possibility that consumers will demonstrate product preferences that avoid association with a threatened aspect of their identity. Results of four experiments demonstrate the conditions under which consumers will alter their consumption preferences for a variety of products including movies, magazines, and personal care products when their identity becomes threatened. The tendency to shift preferences away from a threatened identity was moderated by self-esteem (study 2) and the source of threat (studies 3 and 4)


Katherine White and Jennifer J. Argo (2006) ,"When Shift Happens: Social Identity Threat and Consumer Preferences", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: .


Katherine White, University of Calgary, Canada
Jennifer J. Argo, University of Alberta, Canada


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

Share Proceeding

Featured papers

See More


Scope Insensitivity in Debt Repayment

Daniel Mochon, Tulane University, USA
Nina Mazar, Boston University, USA
Dan Ariely, Duke University, USA

Read More


The Psychology of the Sharing Economy: How the Sharing Economy Concept Promotes Consumer Altruistic Behaviors

Ping Dong, Northwestern University, USA
Claire I. Tsai, University of Toronto, Canada

Read More


J5. Buy Better, Buy Less: Future Self-Continuity and Construal Level Affect Investment in Sustainable Consumer Products

Rebecca Peng, Northeastern University, USA
Daniele Mathras, Northeastern University, USA
Katherine Loveland, Xavier University

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.