Where consumers diverge from others: Identity signaling and product domains
Berger and Heath, Journal of Consumer Research 34(2), 2007, 121-134. Four studies: people more likely to diverge from majorities or members of other social groups in product categories with symbolic identity meaning (music, hairstyles) than in functional ones (backpacks, stereos). In identity-laden categories participants avoided options favoured by majorities and dropped preferences shared with them. A product's association with a social group influenced choice more when the decision was framed as identity-relevant. Authors conclude people partly diverge to avoid communicating traits they do not want to be associated with.
Berger and Heath, Journal of Consumer Research 34(2), 2007, 121-134. Four studies: people more likely to diverge from majorities or members of other social groups in product categories with symbolic identity meaning (music, hairstyles) than in functional ones (backpacks, stereos). In identity-laden categories participants avoided options favoured by majorities and dropped preferences shared with them. A product's association with a social group influenced choice more when the decision was framed as identity-relevant. Authors conclude people partly diverge to avoid communicating traits they do not want to be associated with.
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Berger, J., & Heath, C. (2007). Where consumers diverge from others: Identity signaling and product domains. Journal of Consumer Research, 34(2), 121-134. doi:10.1086/519142 https://doi.org/10.1086/519142