Identity-Laden Product Domains
Product categories with symbolic identity meaning, such as music or hairstyles.
What it is
In four studies people diverged from majorities more in these categories than in purely functional ones such as backpacks or stereos. It is drawn from work by Jonah Berger and Chip Heath (2007).
In effect
In the article on why we want to be first to own it, the Berger and Heath studies of where people choose to differ.
What it does not say
The studies compared categories such as music and hairstyles with functional ones such as backpacks and stereos. They do not say that people diverge from majorities in every category with symbolic meaning.
Sources
- Berger, J., & Heath, C. (2007). Where consumers diverge from others: Identity signaling and product domains. Journal of Consumer Research, 34(2), 121-134.