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
Hauptverfasser:	Chan, Cindy, Berger, Jonah, Van Boven, Leaf
Format:	Artikel
Sprache:	eng
Schlagworte:	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
Online-Zugang:	Volltext
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