Calculators For Women: When Identity Appeals Provoke Backlash

Five studies demonstrate that identity-based labeling—a popular marketing tactic—can backfire, alienating the very individuals they aim to attract. This backlash is driven by categorization threat which is induced when the identity deployed is that of a marginalized group and the appeal evokes a stereotype about that identity.


Tami Kim, Leslie John, Kate Barasz, and Michael Norton (2019) ,"Calculators For Women: When Identity Appeals Provoke Backlash", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 254-258.


Tami Kim, University of Virginia, USA
Leslie John, Harvard Business School, USA
Kate Barasz, IESE Business School, Spain
Michael Norton, Harvard Business School, USA


NA - Advances in Consumer Research Volume 47 | 2019

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