Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence
AbstractPast research finds that consumers exhibit weak self-brand connections to brands associated with out-groups. We extend this work by demonstrating that products associated with dissociative reference groups have a greater impact on consumers' negative self-brand connections, product evaluations, and choices than do products associated with out-groups more generally. In addition, both situational priming and chronic identification with one's in-group moderate the avoidance of products associated with dissociative reference groups. Further, we demonstrate the conditions under which dissociative influence does not occur and discuss the implications of the research. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..
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Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 34 (2007)
Issue (Month): 4 (06)
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Web page: http://www.journals.uchicago.edu/JCR/
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- Reed, Americus & Forehand, Mark & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/357429, Katholieke Universiteit Leuven.
- Lenoir, A-S.I. & Puntoni, S. & Reed II, A. & Verlegh, P.W.J., 2013. "The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions," Research Paper ERS-2013-010-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.
- LeBoeuf, Robyn A. & Shafir, Eldar & Bayuk, Julia Belyavsky, 2010. "The conflicting choices of alternating selves," Organizational Behavior and Human Decision Processes, Elsevier, vol. 111(1), pages 48-61, January.
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