Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice
How do consumers reconcile conflicting motives for social group identification and individual uniqueness? Four studies demonstrate that consumers simultaneously pursue assimilation and differentiation goals on different dimensions of a single choice: they assimilate to their group on one dimension (...
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| Veröffentlicht in: | The Journal of consumer research 2012-10, Vol.39 (3), p.561-573 |
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| container_title | The Journal of consumer research |
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| creator | Chan, Cindy Berger, Jonah Van Boven, Leaf |
| description | How do consumers reconcile conflicting motives for social group identification and individual uniqueness? Four studies demonstrate that consumers simultaneously pursue assimilation and differentiation goals on different dimensions of a single choice: they assimilate to their group on one dimension (by conforming on identity-signaling attributes such as brand) while differentiating on another dimension (distinguishing themselves on uniqueness attributes such as color). Desires to communicate social identity lead consumers to conform on choice dimensions that are strongly associated with their group, particularly in identity-relevant consumer categories such as clothing. Higher needs for uniqueness lead consumers to differentiate within groups by choosing less popular options among those that are associated with their group. By examining both between- and within-group levels of comparison and using multidimensional decisions, this research provides insight into how multiple identity motives jointly influence consumer choice. |
| doi_str_mv | 10.1086/664804 |
| format | Article |
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By examining both between- and within-group levels of comparison and using multidimensional decisions, this research provides insight into how multiple identity motives jointly influence consumer choice.</description><subject>Assimilation</subject><subject>Automobiles</subject><subject>Brands</subject><subject>Choices</subject><subject>Consumer behavior</subject><subject>Consumer motivation</subject><subject>Consumer research</subject><subject>Consumers</subject><subject>Decision Making</subject><subject>Desire</subject><subject>Group identity</subject><subject>Identity</subject><subject>Motivation</subject><subject>Preferences</subject><subject>Product choice</subject><subject>Social Identity</subject><subject>Studies</subject><subject>Uniqueness</subject><issn>0093-5301</issn><issn>1537-5277</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2012</creationdate><recordtype>article</recordtype><sourceid>BHHNA</sourceid><recordid>eNqFkUtLxDAUhYMoOI76GwKCuKkmzaONOxl8wagLnY2b0iS3mqGTjE0qzL-30gFBEFcX7v043HMOQseUnFNSygspeUn4DppQwYpM5EWxiyaEKJYJRug-OohxSQihhNIJer234JNrXK1bwLpP-DEkPC5N3V7iWVhp551_w8_BuLrd3tIG197ihXcfPXiIET-E5D4hYufx7D04A4dor6nbCEfbOUWLm-uX2V02f7q9n13NM8NZnjJujWaC5MAbSzlX0FgmqDTArM2FtUSALjVtJGhhGBcGjGBKUUPrhmgu2BSdjbrrLgzPxFStXDTQtrWH0MeKcjn4HjIh_6NMcqmUyMsBPfmFLkPf-cFIRYlUea4KxgfqdKRMF2LsoKnWnVvV3WaAqu82qrGNH7llTKH7i_oCO0GFvg</recordid><startdate>20121001</startdate><enddate>20121001</enddate><creator>Chan, Cindy</creator><creator>Berger, Jonah</creator><creator>Van Boven, Leaf</creator><general>University of Chicago Press</general><general>Oxford University Press</general><scope>AAYXX</scope><scope>CITATION</scope><scope>7U4</scope><scope>BHHNA</scope><scope>DWI</scope><scope>WZK</scope></search><sort><creationdate>20121001</creationdate><title>Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice</title><author>Chan, Cindy ; Berger, Jonah ; Van Boven, Leaf</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c432t-4dcb3502e4fd1449efd3516ce3dd25dd05eb8b1f6eb5c345cec53991c1af0b453</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2012</creationdate><topic>Assimilation</topic><topic>Automobiles</topic><topic>Brands</topic><topic>Choices</topic><topic>Consumer behavior</topic><topic>Consumer motivation</topic><topic>Consumer research</topic><topic>Consumers</topic><topic>Decision Making</topic><topic>Desire</topic><topic>Group identity</topic><topic>Identity</topic><topic>Motivation</topic><topic>Preferences</topic><topic>Product choice</topic><topic>Social Identity</topic><topic>Studies</topic><topic>Uniqueness</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Chan, Cindy</creatorcontrib><creatorcontrib>Berger, Jonah</creatorcontrib><creatorcontrib>Van Boven, Leaf</creatorcontrib><collection>CrossRef</collection><collection>Sociological Abstracts (pre-2017)</collection><collection>Sociological Abstracts</collection><collection>Sociological Abstracts</collection><collection>Sociological Abstracts (Ovid)</collection><jtitle>The Journal of consumer research</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Chan, Cindy</au><au>Berger, Jonah</au><au>Van Boven, Leaf</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice</atitle><jtitle>The Journal of consumer research</jtitle><date>2012-10-01</date><risdate>2012</risdate><volume>39</volume><issue>3</issue><spage>561</spage><epage>573</epage><pages>561-573</pages><issn>0093-5301</issn><eissn>1537-5277</eissn><coden>JCSRBJ</coden><abstract>How do consumers reconcile conflicting motives for social group identification and individual uniqueness? 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| ispartof | The Journal of consumer research, 2012-10, Vol.39 (3), p.561-573 |
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| source | Jstor Complete Legacy; Oxford University Press Journals All Titles (1996-Current); Sociological Abstracts; EBSCOhost Business Source Complete |
| subjects | Assimilation Automobiles Brands Choices Consumer behavior Consumer motivation Consumer research Consumers Decision Making Desire Group identity Identity Motivation Preferences Product choice Social Identity Studies Uniqueness |
| title | Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice |
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