Where Consumers Diverge from Others: Identity Signaling and Product Domains

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ID: 296127
2007
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Abstract
Abstract We propose that consumers often make choices that diverge from those of others to ensure that they effectively communicate desired identities. Consistent with this identity-signaling perspective, four studies illustrate that consumers are more likely to diverge from majorities, or members of other social groups, in product domains that are seen as symbolic of identity (e.g., music or hairstyles, rather than backpacks or stereos). In identity domains, participants avoided options preferred by majorities and abandoned preferences shared with majorities. The social group associated with a product influenced choice more in identity domains and when a given product was framed as identity relevant. People diverge, in part, to avoid communicating undesired identities.
Reference Key
openalex_W2106901357 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Jonah Berger, Chip Heath
Journal journal of consumer research
Year 2007
DOI
10.1086/519142
URL
https://doi.org/10.1086/519142
Keywords Keywords not found

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