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Handbook of Research on Identity Theory in Marketing
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Handbook of Research on Identity Theory in Marketing

9781788117722 Edward Elgar Publishing
Edited by Americus Reed II, Professor of Marketing, The Wharton School, University of Pennsylvania and Mark Forehand, Professor of Marketing, The Foster School of Business, University of Washington, US
Publication Date: 2019 ISBN: 978 1 78811 772 2 Extent: 496 pp
The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.

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Critical Acclaim
Contributors
Contents
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The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain.

The Handbook explores [1] what makes an identity come to mind [2] what creates strong associations between identities and products [3] how consumers use brands to verify who they are or want to become [4] how consumption enhances or resolves conflict amongst identities and [5] how marketing and consumption becomes particularly relevant to particular identities. Each of these five principles are fully analyzed by a who’s who of world-class international marketing scholars.

This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.
Critical Acclaim
‘Understanding the relationship between consumption and identity is a cornerstone of recent consumer research, providing a crucial tool for examining the meaning of consumption and its multiple critical roles in consumers’ lives. Reed and Forehand have provided an extremely useful conceptual framework and assembled an outstanding set of authors and compelling chapters detailing the most current ideas, theories, and findings on identity and consumption. This book is an absolute must for any consumer researcher interested in identity!’
– James R. Bettman, Duke University, US

‘Americus Reed and Mark Forehand's Handbook of Research on Identity Theory in Marketing is a testimony to the aphorism that there is nothing as practical as a good theory. In this case, five principles of identity salience, association, verification, conflict and relevance that anchor the scholarly contributions in the Handbook. If brand managers are accidental psychologists trying to understand how brands activate human identities, this book provides fertile foundation for reflection on how managerial theories in use might move from implicit to explicit.’
– Rohit Deshpande, Harvard Business School, US
Contributors
Contributors: J. Angle, K. Aquino, J. Argo, A. Barasch, J.E. Barbour, D. Bartels, D.A. Briley, C. Cannon, L.N. Chaplin, S.Y. Chen, J. Chung, A.B. Cohen, N.V. Coleman, S. Connors, S.W. Dagogo-Jack, D.W. Dahl, S. Danziger, K.G. DeMarree, K. Diehl, S.L. Dommer, L. Dunn, K.M. Durante, J. Edson Escalas, M. Forehand, I. Gallo, T. Gaustad, M. Gordon, M. Graso, L. Grewal, V. Griskevicius, G.R. Henderson, T. Hill, K.C. Husemann, G.V. Johar, A.C. Jones, K. Jung, K.L. Kettle, C. Lamberton, J. Laran, C. Lelchuk, E. Leung, T.M. Lowrey, D. Luna, N. Mandel, B. McFerran, R. Mehta, A.C. Morales, H. Nikolova, H. Oh, E. Ok, J.G. Olson, G. Paolacci, A.W. Perkins, S. Puntoni, T. Rank-Christman, A. Reed II, T. Ringberg, R. Scott, J. Shang, L.J. Shrum, B. Simpson, K. Spangenberg, A.T. Stephen, C.j. Torelli, O. Urminsky, L. Weiss, S.C. Wheeler, K. White, K. Wilcox, K.P. Winterich, L. Xu, G. Zauberman,
Contents
Contents:

Introduction: the long and winding road to understanding
identity theory and marketing 1
Americus Reed II and Mark Forehand
Quick chapter overviews 7

PART I THE IDENTITY SALIENCE PRINCIPLE
1 Identity salience: understanding when identity affects
consumption 30
Keri L. Kettle
2 Nobody has to lose: introducing the concurrent identity and
goal activation (CIGA) framework 44
Juliano Laran
3 An evolutionary approach to identity research 57
Aziza C. Jones, Kristina M. Durante and Vladas Griskevicius
4 How signaling motives and identity salience influence luxury
consumption 72
Keith Wilcox
5 The role of identity salience in creative thinking 85
Ravi Mehta, Lidan Xu and Darren W. Dahl
6 Branding virtuous victimhood: how activating the salience of a
consumer’s moral identity motivates resource transfers to victim
groups 97
Maja Graso, Karl Aquino and Ekin Ok

PART II THE IDENTITY ASSOCIATION PRINCIPLE
7 Implicit egocentrism in consumer behavior 112
Scott Connors and Andrew W. Perkins
8 Reminiscing on self‒brand connections: differentiating
experiential versus symbolic origins 125
Jennifer Edson Escalas, Iñigo Gallo and Tarje Gaustad
9 Ownership and identity: a cognitive perspective 141
Gita Venkataramani Johar, Jaeyeon Chung and Liad Weiss
10 Temporal identity and the pursuit of self-enhancement 158
Sokiente W. Dagogo-Jack
11 A framework for considering dissociative identity effects in
consumption 172
Bonnie Simpson, Lea Dunn and Katherine White

PART III THE IDENTITY VERIFICATION PRINCIPLE
12 Identity and compensatory consumption 186
Derek D. Rucker and Christopher Cannon
13 Associations matter: revisiting the threat typology model 199
Katie Spangenberg and Justin Angle
14 Memory pointers and identity 212
Gal Zauberman, Kristin Diehl and Alixandra Barasch
15 Identity, personal continuity and psychological
connectedness across time and over transformation 225
Oleg Urminsky and Daniel Bartels
16 How technology shapes identity-based consumer behavior 240
Eugina Leung, Gabriele Paolacci and Stefano Puntoni
17 Identity verification through pain in extraordinary consumer
experiences 255
Rebecca Scott, Katharina C. Husemann and Tim Hill
18 The creation of identity and brand meaning: the automatic
versus creative use of mental models in language 270
Colette Lelchuk, Marianne Gordon, Torsten Ringberg and
David Luna

PART IV THE IDENTITY CONFLICT PRINCIPLE
19 The role of self-structure in managing identity conflict 285
Karen Page Winterich, Nicole Verrochi Coleman and
Sara Loughran Dommer
20 Causal beliefs in the self-concept and identity-based
consumption 298
Stephanie Y. Chen
21 No (wo)man is an island: dyadic decision-making and
identity conflict 313
Hristina Nikolova and Cait Lamberton
22 Cultural identities in the era of globalization: implications for
consumer behavior 332
Carlos J. Torelli and Hyewon Oh
23 Prevalence, antecedents and consequences of actual‒desired
attitude discrepancies 346
S. Christian Wheeler and Kenneth G. DeMarree

PART V THE IDENTITY RELEVANCE PRINCIPLE
24 Religious identity in marketing 361
Joseph E. Barbour, Naomi Mandel and Adam B. Cohen
25 Political ideology: basis for a dynamic social identity 374
Donnel A. Briley, Kiju Jung and Shai Danziger
26 Identity in the digital age 388
Lauren Grewal and Andrew T. Stephen
27 The role of identity relevance in the retail environment 404
Jennifer Argo
28 Identity and charitable giving: the six-self framework 417
Jen Shang
29 Children’s materialism and identity development 434
Lan Nguyen Chaplin, L.J. Shrum and Tina M. Lowrey
30 Identity-based perceptions of others’ consumption choices 448
Jenny G. Olson, Brent McFerran, Andrea C. Morales and
Darren W. Dahl
31 When do identity-relevant symbols backfire? An exploration
of identity-symbolic fixed and malleable connotations 462
Tracy Rank-Christman and Geraldine Rosa Henderson

Index 475

This title is available for institutional purchase via Elgaronline.

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