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.
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.
Noah Castelo, Columbia University, USA
Kirk Kristofferson, Ivey Business School
Kelley Main, University of Manitoba, Canada
Katherine White, University of British Columbia, Canada
NA - Advances in Consumer Research Volume 46 | 2018
How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption
Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College
Silencing the Call of the Sirens
Janet Schwartz, Tulane University, USA
E8. Perceptions of Out-Group Members: The Effects of Language Abstraction
Afra Koulaei, University of South-Eastern Norway
Daniela Cristian, City University of London, UK