کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
882484 911942 2009 13 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Social identity threat and consumer preferences
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Social identity threat and consumer preferences
چکیده انگلیسی

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.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 19, Issue 3, July 2009, Pages 313–325
نویسندگان
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