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Identity-based consumer behavior

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Author Info

  • Reed, Americus
  • Forehand, Mark
  • Puntoni, Stefano
  • Warlop, Luk
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    Abstract

    Although the influence of identity on consumer behavior has been documented in many streams of literature, the absence of a consistent definition of identity and of generally accepted principles regarding the drivers of identity-based behavior complicates comparisons across these literatures. To resolve that problem, we propose a simple but inclusive definition of identity. Identity can be defined as any category label with which a consumer selfassociates that is amenable to a clear picture of what a person in that category looks like, thinks, feels and does. Building from this definition, we propose the following five basic principles that can help researchers model the process of identity formation and expression: (1) Identity Salience: identity processing increases when the identity is an active component of the self; (2) Identity Association: the non-conscious association of stimuli with a positive and salient identity improves a person’s response to the stimuli; (3) Identity Relevance: the deliberative evaluation of identity-linked stimuli depends on how diagnostic the identity is in the relevant domain; (4) Identity Verification: individuals monitor their own behaviors to manage and reinforce their identities; and (5) Identity Conflict: identity-linked behaviors help consumers manage the relative prominence of multiple identities. To illustrate the potential usefulness of these principles for guiding identity research, we discuss new avenues for identity research and explain how these principles could help guide investigations into these areas.

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    Bibliographic Info

    Paper provided by Katholieke Universiteit Leuven in its series Open Access publications from Katholieke Universiteit Leuven with number urn:hdl:123456789/357429.

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    Length: 52 pages
    Date of creation: Sep 2012
    Date of revision:
    Handle: RePEc:ner:leuven:urn:hdl:123456789/357429

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    Web page: http://www.kuleuven.be

    Related research

    Keywords: identity; consumer behavior;

    References

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    17. Stefano Puntoni & Bart de Langhe & Stijn M. J. van Osselaer, 2009. "Bilingualism and the Emotional Intensity of Advertising Language," Journal of Consumer Research, University of Chicago Press, vol. 35(6), pages 1012-1025, 04.
    18. Jonah Berger & Chip Heath, 2007. "Where Consumers Diverge from Others: Identity Signaling and Product Domains," Journal of Consumer Research, University of Chicago Press, vol. 34(2), pages 121-134, 06.
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    21. C. Miguel Brendl & Amitava Chattopadhyay & Brett W. Pelham & Mauricio Carvallo, 2005. "Name Letter Branding: Valence Transfers When Product Specific Needs Are Active," Journal of Consumer Research, University of Chicago Press, vol. 32(3), pages 405-415, December.
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