Are All Out‐Groups Created Equal? Consumer Identity and Dissociative Influence

Past research finds that consumers exhibit weak self‐brand connections to brands associated with out‐groups. We extend this work by demonstrating that products associated with dissociative reference groups have a greater impact on consumers’ negative self‐brand connections, product evaluations, and...

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Bibliographic Details
Published in:The Journal of consumer research 2007-12, Vol.34 (4), p.525-536
Main Authors: White, Katherine, Dahl, Darren W.
Format: Article
Language:English
Subjects:
Brands
Consumer behavior
Consumer motivation
Consumer research
Consumers
Group identity
National identity
Product labeling
Saliency
Social identity
Stationery
Studies
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Summary:Past research finds that consumers exhibit weak self‐brand connections to brands associated with out‐groups. We extend this work by demonstrating that products associated with dissociative reference groups have a greater impact on consumers’ negative self‐brand connections, product evaluations, and choices than do products associated with out‐groups more generally. In addition, both situational priming and chronic identification with one’s in‐group moderate the avoidance of products associated with dissociative reference groups. Further, we demonstrate the conditions under which dissociative influence does not occur and discuss the implications of the research.
ISSN:0093-5301
1537-5277
DOI:10.1086/520077