We find that purchasing an identity-contrary gift for a close (vs. distant) friend who is an integral part of the self can itself cause an identity threat to the giver. We extend consumer identity research into an important consumer context, gift giving, in which individuals may make product choices that run counter to their own identities in order to fulfill the desires of the intended recipient. paradigms. Identity activation encourages consumers to link advertising content to their identity during encoding, and these links facilitate subsequent recognition if the identity is again activated at retrieval. Signing acts as a general self-identity prime that facilitates the activation of the particular aspect of a consumer’s self-identity that is afforded by the situation, resulting in behavior congruent with that aspect. It's Not Me, It's You: How Gift Giving Creates Giver Identity Threat as a Function of Social Closeness The current collection of articles on self-identity and consumer behavior (appearing over the last two years) complements and adds to a growing body of work that has already appeared in JCR. Consumer behavior has been defined as the totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods (Hardesty & Bearden, 2009). The experiments in these articles fall into two paradigms. For full access to this pdf, sign in to an existing account, or purchase an annual subscription. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide, This PDF is available to Subscribers Only. Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice Onkvisit and Shaw (1987) cited in Heath & Scott (1998) describes that self concept is a critical and important part of consumer behaviour because many decisions by the consumers about purchase are directly influenced by the image individuals have of themselves (.Heath & Scott, 1998). theory of planned behaviour (TPB), social identity, self-identity, and price premium. According to researchers, the self – a psychological construct that denotes who and what we are – represented the totality of one’s attitudes, perceptions and beliefs of oneself that influenced behavior (Stokburger- Sauer, Ratneshwar & Sen, 2012). These effects arise because, while independents are motivated to restore positive self-worth when a social identity is threatened, interdependents access a repertoire of social identities to fulfill belongingness needs when threatened. Self-Identity and Consumer Behavior (Winter 2012) Curator: Jennifer Escalas. Copyright © 2020 Journal of Consumer Research Inc. 29 terms. Consumer researchers have recognized for a long time that people consume in ways that are consistent with their sense of self (Levy 1959; Sirgy 1982). Don't already have an Oxford Academic account? Impression management? Consumer Behavior chapter 7. How do consumers reconcile conflicting motives for social group identification and individual uniqueness? 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. Oxford University Press is a department of the University of Oxford. Choosing a product with good design resulted in increased openness to counter-attitudinal arguments and reduced propensity to escalate commitment toward a failing course of action. get custom paper. 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. Self-Identity and Consumer Behaviour just from $13,9 / page. Four experiments in a gift registry context show that after making an identity-contrary gift choice for a close (vs. distant) friend, givers subsequently engage in behaviors that reestablish their identity such as indicating greater identity affiliation with the threatened identity and greater likelihood to purchase identity-expressive products. For example, why would someone drive his Prius to work but drive his BMW to a blind date? Prior research has established that consumers are motivated to purchase identity-consistent products. The self concept is a complex process of gaining self awareness. 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