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
L8. Recover the Unrecoverable: How Co-Recovery Shifts Consumers ‘Attribution Following a Failed Recovery
Bo Huang, HEC Montreal, Canada
Yany Grégoire, HEC Montreal, Canada
Matthew Philp, HEC Montreal, Canada
Trapped in the rabbit hole: Life history strategies modulate the impact of mild stress on hedonic consumption
Bob Fennis, University of Groningen, The Netherlands
Justina Gineikiene, ISM University of Management and Economics
Dovile Barauskaite, ISM University of Management and Economics
Guido M. van Koningsbruggen, Vrije Universiteit Amsterdam
Personal Budgeting: Does It Work?
Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA