Identity Expression With Brands Following a Self-Threat

Relationship anxiety lowers individuals’ confidence in their social selves - the selves that desire connections to others. We show that when individuals experience relationship anxiety, they use various coping methods (e.g., attachment to in-group possessions, increases in willingness to pay for in-group brands, lower attachment to outgroup possessions) to feel a greater connection with their ingroup and maximize distance from outgroups.



Citation:

Sara Loughran and Vanitha Swaminathan (2011) ,"Identity Expression With Brands Following a Self-Threat", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Sara Loughran, University of Pittsburgh, USA
Vanitha Swaminathan, University of Pittsburgh, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations

Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA

Read More

Featured

Thanks for Nothing: Expressing Gratitude Invites Exploitation by Competitors

Kelly Kiyeon Lee, Georgetown University, USA
Jeremy A. Yip, Georgetown University, USA
Cindy Chan, University of Toronto, Canada
Alison Wood Brooks, Harvard Business School, USA

Read More

Featured

Alternative “Facts”: The Effects of Narrative Processing on the Acceptance of Factual Information

Anne Hamby, Hofstra University
David Brinberg, Virginia Tech, USA

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.