To Be Or Not Be? the Influence of Dissociative Reference Groups on Consumer Preferences

The effects of dissociative reference groups (i.e., groups we wish to avoid) on consumer preferences were examined. Males had more negative evaluations of and were less inclined to choose a product associated with a dissociative group than a neutral product (study 1). This finding was moderated by whether the product was to be consumed in public or private (study 2). In a different domain, Canadian undergraduates had more negative evaluations of a dissociative product than a neutral product, particularly when their national identity was primed (Study 3). The role of dissociative reference groups in marketing communications is discussed.


Katherine White and Darren W. Dahl (2006) ,"To Be Or Not Be? the Influence of Dissociative Reference Groups on 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: 314-316.


Katherine White, University of Calgary, Canada
Darren W. Dahl, University of British Columbia, Canada


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

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