Social Identity Threat and Consumer Preferences

This research examines the impact of social identity threat on consumer preferences and choices. Across four 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 (studies 3 and 4). Finally, we demonstrate that the tendency to avoid products associated with a threatened aspect of identity among those low in ingroup identification is mitigated when consumers are able to engage in self-affirmation.



Citation:

Katherine White and Jennifer J. Argo (2007) ,"Social Identity Threat and Consumer Preferences", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 468-468.

Authors

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



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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