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

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