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The experiments in these articles fall into two paradigms. Susan M. Broniarczyk. The current collection of articles on self-identity and consumer behavior (appearing over the last two years) complements and adds to a growing body of work that has already appeared in JCR. Need for affiliation? 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. Identity activation encourages consumers to link advertising content to their identity during encoding, and these links facilitate subsequent recognition if the identity is again activated at retrieval. Jaideep Sengupta. In this paradigm, researchers may also allow consumers to bolster an aspect of self-identity to mitigate the need for self-repair. For example, some studies have shown that … Prior research has established that consumers are motivated to purchase identity-consistent products. Katherine White Consumption is not only a tool to obtain the value of goods and display social status, but also is closely related to self-identity. The sixth paper explores the effect of identity activation on memory. 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 Self-Identity and Consumer Behaviour just from $13,9 / page. First, researchers threaten an aspect of self-identity to investigate how consumers engage in restorative behavior. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide, This PDF is available to Subscribers Only. theory of planned behaviour (TPB), social identity, self-identity, and price premium. Self-Identity and Consumer Behavior (Winter 2012) Curator: Jennifer Escalas. The current collection of articles on self-identity and consumer behavior (appearing over the last two years) complements and adds to a growing body of work that has already appeared in JCR. Please check your email address / username and password and try again. Gerald Häubl. Register, Oxford University Press is a department of the University of Oxford. The sixth paper explores the effect of identity activation on memory. Consumer researchers have recognized for a long time that people consume in ways that are consistent with their sense of self (Levy 1959; Sirgy 1982). 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 … If you originally registered with a username please use that to sign in. 23 Self and Identity . 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. 29 terms. There are numerous implications of this form of self-affirmation, from public policy to retail therapy. paradigms. Impression management? 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. Choice of a highly aesthetic product was compared with choice of products superior on other attributes including function, brand, and hedonics to show that only aesthetics influences a consumer’s personal values. Consumer Behavior chapter 7. Jennifer Escalas, Self-Identity and Consumer Behavior, Journal of Consumer Research, Volume 39, Issue 5, 1 February 2013, Pages xv–xviii, https://doi.org/10.1086/669165. By examining both between- and within-group levels of comparison and using multidimensional decisions, this research provides insight into how multiple identity motives jointly influence consumer choice. 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. Self-Affirmation through the Choice of Highly Aesthetic Products The proposed model is examined using a self-structured questionnaire with a dataset of 395 The concept of self-esteem refers to your personal value or the way you view yourself (Solomon, 2014). Dissociative versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal While this collection of recent articles moves us forward, the wide variety of self-identity goals and countless aspects of self-identity make this an extremely fruitful area for future research. Consumer researchers have recognized for a long time that people consume in ways that are consistent with their sense of self (Levy 1959; Sirgy 1982). We find that purchasing an identity-contrary gift for a close (vs. distant) friend who is an integral part of the self can itself cause an identity threat to the giver. 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). This identity-dependent processing produces different recognition outcomes for information that is strongly related, moderately related, and unrelated to the identity. 29 terms. Studies 2 and 3 mimic prior research on self-affirmation with, however, choice of a highly aesthetic product replacing a traditional self-affirmation manipulation. Those with more independent self-construals tend to avoid identity-linked products when that identity is threatened versus not 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… How do consumers reconcile conflicting motives for social group identification and individual uniqueness? In study 1 a prior self-affirming task leads to a decrease in choice share of a highly aesthetic option. 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). It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide, This PDF is available to Subscribers Only. Across four studies, the authors test the notion that reactions to social identity threat may be moderated by self-construal by examining subcultural differences in ethnic background, priming self-construal, and investigating cross-national differences in cultural background. According to the article, this connection between self concept and consumer behavior can especially be viewed in terms of body self concept and purchases related to body such as tattoo. Identity activation at retrieval improved recognition of strongly related content, regardless of whether identity was primed externally at encoding. The Signature Effect: Signing Influences Consumption-Related Behavior by Priming Self-Identity Claudia Townsend This article is also available for rental through DeepDyve. Our findings demonstrate that signing causes consumers to become more (less) engaged when shopping in a product domain they (do not) closely identify with (studies 1 and 2), to identify more (less) closely with in(out)-groups (study 3), and to conform more with (diverge more from) in(out)-groups when making consumption choices in preference domains that are relevant to signaling one’s identity (study 4). Self-identity is dependent on a mutually reinforcing process which associates material consumption with symbolic processes (Branch 2007). 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