Don’T Tell Me Who I Am! When and How Assigning Consumers an Identity Backfires
Consumers’ identity often guides their behavior (“animal lovers” support the ASPCA). However, we show that when organizations assign consumers an identity in order to solicit support (“we know you’re an animal lover! Please support the ASPCA”), consumers can sometimes experience reactance, leading them to behave inconsistently with the assigned identity.
Citation:
Noah Castelo, Kirk Kristofferson, Kelley Main, and Katherine White (2018) ,"Don’T Tell Me Who I Am! When and How Assigning Consumers an Identity Backfires", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 177-182.
Authors
Noah Castelo, Columbia University, USA
Kirk Kristofferson, Ivey Business School
Kelley Main, University of Manitoba, Canada
Katherine White, University of British Columbia, Canada
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Digital Storytelling and Post-Trust Online Sperm Marketing
Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France
Featured
Machine Talk: How Conversational Chatbots Promote Brand Intimacy and Influence Consumer Choice
Thomas Hilden, University of Geneva, Switzerland
Christian Hildebrand, University of Geneva, Switzerland
Gerald Häubl, University of Alberta, Canada
Featured
N3. Emotion Regulation and Memory for Negative Emotion Ads
Sandra Segal, Ben Gurion University, Israel
Hila Riemer, Ben Gurion University, Israel
Shai Danziger, Tel Aviv University, Israel
Gal Sheppes, Tel Aviv University, Israel