EconPapers    
Economics at your fingertips  
 

Identity-based consumer behavior

Americus Reed, Mark R. Forehand, Stefano Puntoni and Luk Warlop

International Journal of Research in Marketing, 2012, vol. 29, issue 4, 310-321

Abstract: Although the influence of identity on consumer behavior has been documented in many streams of literature, the absence of a consistent definition of identity and of generally accepted principles regarding the drivers of identity-based behavior complicates comparisons across these literatures. To resolve that problem, we propose a simple but inclusive definition of identity. Identity can be defined as any category label with which a consumer self-associates that is amenable to a clear picture of what a person in that category looks like, thinks, feels and does. Building from this definition, we propose the following five basic principles that can help researchers model the process of identity formation and expression: (1) Identity Salience: identity processing increases when the identity is an active component of the self; (2) Identity Association: the non-conscious association of stimuli with a positive and salient identity improves a person's response to the stimuli; (3) Identity Relevance: the deliberative evaluation of identity-linked stimuli depends on how diagnostic the identity is in the relevant domain; (4) Identity Verification: individuals monitor their own behaviors to manage and reinforce their identities; and (5) Identity Conflict: identity-linked behaviors help consumers manage the relative prominence of multiple identities. To illustrate the potential usefulness of these principles for guiding identity research, we discuss new avenues for identity research and explain how these principles could help guide investigations into these areas.

Keywords: Identity; Consumer behavior (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations View citations in EconPapers (14) Track citations by RSS feed

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0167811612000663
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:29:y:2012:i:4:p:310-321

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

 
Page updated 2018-04-28
Handle: RePEc:eee:ijrema:v:29:y:2012:i:4:p:310-321