Social Identity Threat and Consumer Preferences: the Role of Self-Protection
This research examines the impact of social identity threat on consumer preferences and choices. Across three studies we show the conditions under which consumers alter product preferences and choice behaviors to avoid a threatened aspect of their social identity. Further, we examine important moderators of this tendency including trait self-esteem (study 2) and ingroup identification (study 3). Finally, we demonstrate that the tendency to avoid products associated with a threatened aspect of identity among those low in ingroup identification is associated with a tendency to protect (but not enhance) the self.
Katherine White and Jennifer Argo (2008) ,"Social Identity Threat and Consumer Preferences: the Role of Self-Protection", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 903-904.
Katherine White, University of Calgary, Canada
Jennifer Argo, University of Alberta, Canada
NA - Advances in Consumer Research Volume 35 | 2008
Inequality and Market (In)efficiency
Serena Hagerty, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
A Beautiful MIN(D): The Multiple-Identity Network as a Framework for Integrating Identity-Based Consumer Behavior
Julian K Saint Clair, Loyola Marymount University, USA
The Self-Perception Connection: Why Consumers Devalue Unattractive Produce
Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA