When identity marketing backfires: Consumer agency in identity expression

Journal of Consumer Research

Volumn 41, Issue 2, 2014, Pages 294-309

  Bhattacharjee, Amit ^a   Berger, Jonah ^b   Menon, Geeta ^c  

^a DARTMOUTH COLLEGE   (United States)

^b UNIVERSITY OF PENNSYLVANIA   (United States)

^c NEW YORK UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84904210951     PISSN: 00935301     EISSN: None     Source Type: Journal    
DOI: 10.1086/676125     Document Type: Article

References (53)

1. Aaker, Jennifer L., Anne M. Brumbaugh, and Sonya A. Grier (2000), "Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes," Journal of Consumer Psychology, 9 (March), 127-40.
2. Aiken, Leona S., and Stephen G.West (1991), Multiple Regression: Testing and Interpreting Interactions, Thousand Oaks, CA: Sage.
3. Akerlof, George A., and Rachel E. Kranton (2000), "Economics and Identity," Quarterly Journal of Economics, 115 (3), 715-53.
4. Averill, James R. (1973), "Personal Control over Aversive Stimuli and Its Relationship to Stress," Psychological Bulletin, 80 (4), 286-303.
5. Baumeister, Roy F. (1998), "The Self," in The Handbook of Social Psychology, Vols. 1 and 2, 4th ed., ed. Daniel T. Gilbert, Susan T. Fiske, and Gardner Lindzey, New York: McGraw-Hill, 680-740.
6. Belk, Russell W. (1988), "Possessions and the Extended Self," Journal of Consumer Research, 15 (September), 139-68.
7. Berger, Jonah, and Chip Heath (2007), "Where Consumers Diverge from Others: Identity Signaling and Product Domains," Journal of Consumer Research, 34 (August), 121-34.
8. Berman, Jonathan Z., and Deborah A. Small (2012), "Self-Interest without Selfishness: The Hedonic Benefit of Imposed Self- Interest," Psychological Science, 23 (10), 1193-99.
9. Beverland, Michael B., and Francis J. Farrelly (2010), "The Quest for Authenticity in Consumption: Consumers' Purposive Choice of Authentic Cues to Shape Experienced Outcomes," Journal of Consumer Research, 36 (February), 838-56.
10. Bhattacharya, C. B., and Sankar Sen (2003), "Consumer-Company Identification: A Framework for Understanding Consumers' Relationships with Companies," Journal of Marketing, 67 (2), 76-88.
11. Botti, Simona, and Ann L. McGill (2011), "The Locus of Choice: Personal Causality and Satisfaction with Hedonic and Utilitarian Decisions," Journal of Consumer Research, 37 (April), 1065-78.
12. Brehm, Jack W. (1966), A Theory of Psychological Reactance, New York: Academic.
13. Campbell, Margaret C., and Amna Kirmani (2000), "Consumer's Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent," Journal of Consumer Research, 27 (June), 69-83.
14. Chan, Cindy, Jonah Berger, and Leaf Van Boven (2012), "Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice," Journal of Consumer Research, 39 (October), 561-73.
15. Chandon, Elise, and Chris Janiszewski (2009), "The Influence of Causal Conditional Reasoning on the Acceptance of Product Claims," Journal of Consumer Research, 35 (6), 1003-11.
16. Chernev, Alexander, Ryan Hamilton, and David Gal (2011), "Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding," Journal of Marketing, 75 (3), 66-82.
17. Clee, Mona A., and Robert A. Wicklund (1980), "Consumer Behavior and Psychological Reactance," Journal of Consumer Research, 6 (December), 389-405.
18. Deci, Edward L., and Richard M. Ryan (1985), Intrinsic Motivation and Self-Determination in Human Behavior, New York: Plenum.
19. Deshpandé, Rohit, and Douglas M. Stayman (1994), "A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness," Journal of Marketing Research, 31 (1), 57-64.
20. Dhar, Ravi, and Klaus Wertenbroch (2012), "Self-Signaling and the Costs and Benefits of Temptation in Consumer Choice," Journal of Marketing Research, 43 (1), 15-25.
21. Escalas, Jennifer E., and James R. Bettman (2005), "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, 32 (December), 378-89.
22. Fitzsimons, Gavan J., and Donald R. Lehmann (2004), "Reactance to Recommendations: When Unsolicited Advice Yields Contrary Responses," Marketing Science, 23 (1), 82-94.
23. Forehand, Mark R., Rohit Deshpandé, and Americus Reed (2002), "Identity Salience and the Influence of Differential Activation of the Social Self-Schema on Advertising Response," Journal of Applied Psychology, 87 (6) 1086-99.
24. Friestad, Marian, and Peter Wright (1994), "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, 21 (June), 1-31.
25. Gao, Leilei, S. Christian Wheeler, and Baba Shiv (2009), "The 'Shaken Self': Product Choices as a Means of Restoring Self- View Confidence," Journal of Consumer Research, 36 (June), 29-38.
26. Gneezy, Ayelet, Uri Gneezy, Gerhard Riener, and Leif D. Nelson (2012), "Pay-What-You-Want, Identity, and Self-Signaling in Markets," Proceedings of the National Academy of Sciences, 109 (19), 7236-40.
27. Hagen, Linda, and Katherine Burson (2014), "Less Choosing, More Doing: Desire for More Choice Is Attenuated by Procedural Control in the Consumption Process," Working Paper, Ross School of Business, University of Michigan.
28. Higgins, E. Tory (1987), "Self-Discrepancy: A Theory Relating Self and Affect," Psychological Review, 94 (3), 319-40.
29. Holt, Douglas B. (2002), "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, 29 (June), 70-90.
30. Hong, Sung-Mook, and Salvatora Faedda (1996), "Refinement of the Hong Psychological Reactance Scale," Educational and Psychological Measurement, 56 (1), 173-82.
31. Inesi, M. Ena, Simona Botti, David Dubois, Derek D. Rucker, and Adam D. Galinsky (2011), "Power and Choice: Their Dynamic Interplay in Quenching the Thirst for Personal Control," Psychological Science, 22 (8), 1042-48.
32. Kirmani, Amna, and Rui Zhu (2007), "Vigilant against Manipulation: The Effect of Regulatory Focus on the Use of Persuasion Knowledge," Journal of Marketing Research, 44 (4), 688-701.
33. Kivetz, Ran (2005), "Promotion Reactance: The Role of Effort-Reward Congruity," Journal of Consumer Research, 31 (March), 725-36.
34. Kristofferson, Kirk, Katherine White, and John Peloza (2014), "The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action," Journal of Consumer Research, 40 (April), 1149-66.
35. Laran, Juliano, Amy Dalton, and Eduardo B. Andrade (2011), "The Curious Case of Behavioral Backlash: Why Brands Produce Priming Effects and Slogans Produce Reverse Priming Effects," Journal of Consumer Research, 37 (April), 999-1014.
36. LeBoeuf, Robyn, Eldar Shafir, and Julia Bayuk (2010), "The Conflicting Choices of Alternating Selves," Organizational Behavior and Human Decision Processes, 111, 48-61.
37. Levav, Jonathan, and Rui Zhu (2009), "Seeking Freedom through Variety," Journal of Consumer Research, 36 (December), 600-610.
38. Mochon, Daniel, Michael I. Norton, and Dan Ariely (2012), "Bolstering and Restoring Feelings of Competence via the IKEA Effect," International Journal of Research in Marketing, 29 (4), 363-69.
39. Moller, Arlen C., Richard M. Ryan, and Edward L. Deci (2006), "Self-Determination Theory and Public Policy: Improving the Quality of Consumer Decisions without Using Coercion," Journal of Public Policy and Marketing, 25 (1), 104-16.
40. Moreau, C. Page, and Kelly B. Herd (2010), "To Each His Own? How Comparisons with Others Influence Consumers' Evaluations of Their Self-Designed Products," Journal of Consumer Research, 36 (February), 806-19.
41. Muniz, Albert M., and Thomas C. O'Guinn (2001), "Brand Community," Journal of Consumer Research, 27 (March), 412-32.
42. Oyserman, Daphna (2009), "Identity-Based Motivation: Implications for Action-Readiness, Procedural Readiness, and Consumer Behavior," Journal of Consumer Psychology, 19 (3), 250-60.
43. Preacher, Khristopher J., and Andrew F. Hayes (2008), "Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models," Behavior Research Methods, 40 (3), 879-91.
44. Preacher, Kristopher J., Derek D. Rucker, and Andrew F. Hayes (2007), "Addressing Moderated Mediation Hypotheses: Theory, Methods, and Prescriptions," Multivariate Behavioral Research, 42 (1), 185-227.
45. Reed, Americus (2004), "Activating the Self-Importance of Consumer Selves: Exploring Identity Salience Effects on Judgments," Journal of Consumer Research, 31 (2), 286-95.
46. Reed, Americus, Joel B. Cohen, and Amit Bhattacharjee (2009), "When Brands Are Built from Within: A Social Identity Pathway to Liking and Evaluation," in Handbook of Brand Relationships, ed. Deborah J. MacInnis, C. Whan Park, and Joseph R. Priester, Armonk, NY: M. E. Sharpe, 124-50.
47. Reed, Americus, Mark R. Forehand, Stefano Puntoni, and Luk Warlop (2012), "Identity-Based Consumer Behavior," International Journal of Research in Marketing, 29 (4), 310-21.
48. Reibstein, David J., Stuart A. Youngblood, and Howard L. Fromkin (1975), "Number of Choices and Perceived Decision Freedom as a Determinant of Satisfaction and Consumer Behavior," Journal of Applied Psychology, 60 (August), 434-37.
49. Stokburger-Sauer, Nicola, S. Ratneshwar, and Sankar Sen (2012), "Drivers of Consumer-Brand Identification," International Journal of Research in Marketing, 29 (4), 406-18.
50. Swann, William B. (1983), "Self-Verification: Bringing Social Reality into Harmony with the Self," in Psychological Perspectives on the Self, Vol. 2, ed. J. Suls and A. G. Greenwald, Hillsdale, NJ: Erlbaum.
51. Wheeler, S. Christian, Richard E. Petty, and George Y. Bizer (2005), "Self-Schema Matching and Attitude Change: Situational and Dispositional Determinants of Message Elaboration," Journal of Consumer Research, 31 (March), 787-97.
52. Williams, Patti, Gavan J. Fitzsimons, and Lauren G. Block (2004), "When Consumers Do Not Recognize 'Benign' Intention Questions as Persuasion Attempts," Journal of Consumer Research, 31 (December), 540-50.
53. Wu, Eugenia C., Keisha M. Cutright, and Gavan J. Fitzsimons (2011), "How Asking 'Who Am I?' Affects What Consumers Buy: The Influence of Self-Discovery on Consumption," Journal of Marketing Research, 48 (2), 296-307.