Where Consumers Diverge from Others: Identity Signaling and Product Domains

@inproceedings{Berger2007WhereCD,
  title={Where Consumers Diverge from Others: Identity Signaling and Product Domains},
  author={Jonah A. Berger and Chip Heath},
  year={2007}
}
We propose that consumers often make choices that diverge from those of others to ensure that they effectively communicate desired identities. Consistent with this identity-signaling perspective, four studies illustrate that consumers are more likely to diverge from majorities, or members of other social groups, in product domains that are seen as symbolic of identity (e.g., music or hairstyles, rather than backpacks or stereos). In identity domains, participants avoided options preferred by… CONTINUE READING

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