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- Title
Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence.
- Authors
White, Katherine; Dahl, Darren W.
- Abstract
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.
- Subjects
REFERENCE groups; BRAND name products; IDENTIFICATION (Psychology); GROUP identity; SOCIAL norms; CONSUMER research
- Publication
Journal of Consumer Research, 2007, Vol 34, Issue 4, p525
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1086/520077