The experiments in these articles fall into two paradigms. Need for affiliation? The link between people’s personalities and their buying behavior is somewhat unclear, but market researchers continue to study it. paradigms. Cindy Chan Four studies demonstrate that consumers simultaneously pursue assimilation and differentiation goals on different dimensions of a single choice: they assimilate to their group on one dimension (by conforming on identity-signaling attributes such as brand) while differentiating on another dimension (distinguishing themselves on uniqueness attributes such as color). Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice Oxford University Press is a department of the University of Oxford. An Interpretive Frame Model of Identity-Dependent Learning: The Moderating Role of Content-State Association Important thought leaders in our field have described and documented that consumers use possessions and brands to create their self-identities and communicate these selves to others and to themselves (e.g., Belk 1988; Fournier 1998; McCracken 1989). Self-Affirmation through the Choice of Highly Aesthetic Products For example, some studies have shown that … People with low self-esteem have low confidence, and try to avoid embarrassment, failure, or rejection (Solomon, 2014). get custom paper. Second, researchers measure or manipulate (prime) a particular aspect of self-identity or a particular identity-related goal to examine the effect on subsequent consumer behavior… Higher needs for uniqueness lead consumers to differentiate within groups by choosing less popular options among those that are associated with their group. Most users should sign in with their email address. These effects arise because, while independents are motivated to restore positive self-worth when a social identity is threatened, interdependents access a repertoire of social identities to fulfill belongingness needs when threatened. Five of these six articles focus on specific relationships between self-identity-related goals and consumer behavior, exploring needs such as affiliation and distinctiveness, self-verification, and self-affirmation… According to researchers, the self – a psychological construct that denotes who and what we are – represented the totality of one’s attitudes, perceptions and beliefs of oneself that influenced behavior (Stokburger- Sauer, Ratneshwar & Sen, 2012). For example, why would someone drive his Prius to work but drive his BMW to a blind date? Please check your email address / username and password and try again. The current research examines the conditions under which consumers demonstrate associative versus dissociative responses to identity-linked products as a consequence of a social identity threat. Those with more interdependent self-construals, in contrast, demonstrate more positive preferences for identity-linked products when that aspect of social identity is threatened. This research highlights the opposing forces that product purchase may exert on consumer identity as both a potential threat and means of self-verification. Value expression? The more valued the self, the more organized and consistent the individual’s behavior. This process involves the consumer identifying needs, finding ways to solve these needs and then implementing the purchase decisions (Kumra, 2007). How You Estimate Calories Matters: Calorie Estimation Reversals, A Dragging-Down Effect: Consumer Decisions in Response to Price Increases, Dissociative versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal, Self-Affirmation through the Choice of Highly Aesthetic Products, It's Not Me, It's You: How Gift Giving Creates Giver Identity Threat as a Function of Social Closeness, Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice, The Signature Effect: Signing Influences Consumption-Related Behavior by Priming Self-Identity, An Interpretive Frame Model of Identity-Dependent Learning: The Moderating Role of Content-State Association. Choosing a product with good design resulted in increased openness to counter-attitudinal arguments and reduced propensity to escalate commitment toward a failing course of action. Search for other works by this author on: © 2012 by JOURNAL OF CONSUMER RESEARCH, Inc. You do not currently have access to this article. Consumption is not only a tool to obtain the value of goods and display social status, but also is closely related to self-identity. Although it is well known that advertising can momentarily activate specific consumer identities and thereby influence preference for identity-relevant products, the influence of such identity activation on consumer memory is undocumented. The concept of self-esteem refers to your personal value or the way you view yourself (Solomon, 2014). Onkvisit and Shaw (1987) cited in Heath & Scott (1998) describes that self concept is a critical and important part of consumer behaviour because many decisions by the consumers about purchase are directly influenced by the image individuals have of themselves (.Heath & Scott, 1998).

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