The buffering effect of identity compartmentalization: consumer response to brand transgressions

Megan A. Trillo, Sarah E. Gaither and Gavan J. Fitzsimons

Chapter 23 in Handbook of Social Psychology and Consumer Behavior, 2026, pp 333-346 from Edward Elgar Publishing

Abstract: All consumers hold multiple identities, and the interaction between these identities can play an important role in developing and maintaining brand relationships. This chapter highlights how brand relationship strength is influenced by the degree of integration of a person's multiple identities. We propose that integrated persons—those with high levels of interconnection between diverse aspects of the self—have a higher likelihood of experiencing a sense of conflict when supporting a brand that clashes with the values associated with any identity they hold. This dissonance leads someone with integrated identities to experience conflict in trying to patronize contravened brands, damaging brand relationships.

Keywords: Identity; Integration; Transgression; Brand relationships (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035327591
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