## Abstract Although marketers often link brands with an aspect of consumer social identity, the current research demonstrates that such brandβidentity linkages may sometimes have negative consequences. Consumers motivated to protect and maintain feelings of individual selfβworth alter their produc
Migration and threat to identity
β Scribed by Lada Timotijevic; Glynis M Breakwell
- Publisher
- John Wiley and Sons
- Year
- 2000
- Tongue
- English
- Weight
- 108 KB
- Volume
- 10
- Category
- Article
- ISSN
- 1052-9284
No coin nor oath required. For personal study only.
β¦ Synopsis
This paper concerns threats to identity experienced by migrants who have encountered radical socio!political upheaval[ We argue that migration\ following massive societal change\ is associ! ated with disruption that is likely to be undesired and\ even when it is desired\ because it is substantial\ threatens identity de_nition and evaluation[ There is relatively little empirical social psychological research on migrants| perceptions of the threats associated with migration and their impact upon identity[ In this study\ we investigate the emotional and cognitive experience of threat to identity described by immigrants to Britain "N 13# from the former Yugoslavia\ following the outbreak there of civil war[ We examine how these interviewees engage in a meaning!making process\ negotiating their position amid a complex system of group cat! egorisations and cultural values in order to retain their sense of self!e.cacy\ continuity\ distinctiveness and self!esteem[ Identity Process Theory "Breakwell\ 0875# is used to interpret the _ndings[ We also show how strong emotional reactions surround alterations in identity meanings following severe threats that are consequent upon major life changes[
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