Dissociative Versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal

19 Pages Posted: 5 Mar 2013

See all articles by Katherine White

Katherine White

University of British Columbia (UBC) - Sauder School of Business

Jennifer Argo

University of Alberta - Department of Marketing, Business Economics & Law

Jaideep Sengupta

Hong Kong University of Science & Technology (HKUST) - Department of Marketing

Date Written: February 21, 2013

Abstract

The current research examines the conditions under which consumers demonstrate associative versus dissociative responses to identity-linked products as a consequence of a social identity threat. Across four studies, the authors test the notion that reactions to social identity threat may be moderated by self-construal by examining subcultural differences in ethnic background, priming self-construal, and investigating cross-national differences in cultural background. Those with more independent self-construals tend to avoid identity-linked products when that identity is threatened versus not threatened. Those with more interdependent self-construals, in contrast, demonstrate more positive preferences for identity-linked products when that aspect of social identity is threatened. 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.

Suggested Citation

White, Katherine and Argo, Jennifer and Sengupta, Jaideep, Dissociative Versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal (February 21, 2013). Journal of Consumer Research, Vol. 39, No. 4, 2012, ASB 2013-08, University of Alberta School of Business Research Paper No. 2013-08, Available at SSRN: https://ssrn.com/abstract=2222285 or http://dx.doi.org/10.2139/ssrn.2222285

Katherine White (Contact Author)

University of British Columbia (UBC) - Sauder School of Business ( email )

Canada

Jennifer Argo

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

Jaideep Sengupta

Hong Kong University of Science & Technology (HKUST) - Department of Marketing ( email )

Clear Water Bay, Kowloon

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