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Social identity threat and consumer preferences

✍ Scribed by Katherine White; Jennifer J. Argo

Publisher
Elsevier Science
Year
2009
Tongue
English
Weight
639 KB
Volume
19
Category
Article
ISSN
1057-7408

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✦ Synopsis

Abstract

Although marketers often link brands with an aspect of consumer social identity, the current research demonstrates that such brand‐identity linkages may sometimes have negative consequences. Consumers motivated to protect and maintain feelings of individual self‐worth alter their product evaluations and choices to avoid a threatened aspect of their own social identity. Whereas those low in collective self‐esteem (CSE) tend to exhibit such identity avoidance effects, those high in CSE maintain associations with an identity‐linked brand even when that social identity is threatened. Moreover, when the consumer feels positively about the self via self‐affirmation, the effect among low CSE consumers is mitigated. Finally, it is demonstrated that differences in the use of identity as a resource underlie the effects.

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