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Handbook of Research on Identity Theory in Marketing

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
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.
Extent: c 560 pp
Hardback Price: $260.00 Web: $234.00
Publication Date: December 2019
ISBN: 978 1 78811 772 2
Availability: Not yet published
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  • Business and Management
  • Marketing
  • Organisational Behaviour
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.
‘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 include: J. Angle, K. Aquino, J.J. Argo, A. Barasch, D.A. Briley, L.N. Chaplin, S. Chen, 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, Iñigo Gallo, Tarje Gaustad, Maja 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, B. McFerran, R. Mehta, A.C. Morales, H. Nikolova, E. Ok, J.G. Olson, G. Paolacci, A.W. Perkins, S. Puntoni, T. Rank-Christman, R. Scott, J. Shang, L.J. Shrum, B. Simpson, K. Spangenberg, A.T. Stephen, L. Weiss, S.C. Wheeler, K. White, K. Wilcox, K.P. Winterich, L. Xu, G. Zauberman,
Contents:

Introduction: The Long and Winding Road to Understanding Identity Theory and Marketing
Americus Reed II and Mark Forehand

PART I THE IDENTITY SALIENCE PRINCIPLE
1. Identity Salience: Understanding When Identity Affects Consumption
Keri L. Kettle

2. Nobody Has to Lose: Introducing the Concurrent Identity and Goal Activation (CIGA) Framework
Juliano Laran

3. An Evolutionary Approach to Identity Research
Aziza C. Jones and Kristina M. Durante and Vladas Griskevicius

4. How Signaling Motives and Identity Salience Influence Luxury Consumption
Keith Wilcox

5. The Role of Identity Salience in Creative Thinking
Ravi Mehta and 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
Maja Graso and Karl Aquino and Ekin Ok

PART II THE IDENTITY ASSOCIATION PRINCIPLE
7. Implicit Egocentrism in Consumer Behavior
Scott Connors and Andrew W. Perkins

8. Reminiscing on Self-Brand Connections: Differentiating Experiential versus Symbolic Origins
Jennifer Edson Escalas and Iñigo Gallo and Tarje Gaustad

9. Ownership and Identity: A Cognitive Perspective
Gita Venkataramani Johar and Jaeyeon Chung and Liad Weiss

10. Temporal Identity and the Pursuit of Self-Enhancement
Sokiente W. Dagogo-Jack

11. A Framework for Considering Dissociative Identity Effects in Consumption
Bonnie Simpson and Lea Dunn and Katherine White

PART III THE IDENTITY VERIFICATION PRINCIPLE
12. Identity and Compensatory Consumption
Derek D. Rucker and Christopher Cannon

13. Associations Matter: Revisiting the Threat Typology Model
Katie Spangenberg and Justin Angle

14. Identity-Based Emotion Regulation
Nicole Verrochi Coleman and Patti Williams

15. Memory Pointers and Identity
Gal Zauberman and Kristin Diehl and Alixandra Barasch

16. Identity, Personal Continuity, and Psychological Connectedness across Time and over Transformation
Oleg Urminsky and Daniel Bartels

17. How Technology Shapes Identity-Based Consumer Behavior
Eugina Leung and Gabriele Paolacci and Stefano Puntoni

18. Identity Verification Through Pain in Extraordinary Consumer Experiences
Rebecca Scott and Katharina C. Husemann and Tim Hill

19. The Creation of Identity and Brand Meaning: The Automatic vs. Creative Use of Mental Models in Language
Colette Lelchuk and Marianne Gordon and Torsten Ringberg and David Luna

PART IV THE IDENTITY CONFLICT PRINCIPLE
20. The Role of Self-Structure in Managing Identity Conflict
Karen Page Winterich and Nicole Verrochi Coleman and Sara Loughran Dommer

21. Causal Beliefs in the Self-Concept and Identity-Based Consumption
Stephanie Y. Chen

22. No (Wo)Man Is an Island: Dyadic Decision-Making and Identity Conflict
Hristina Nikolova and Cait Lamberton

23. Cultural Identities in the Era of Globalization: Implications for Consumer Behavior
Carlos J. Torelli and Hyewon Oh

24. Prevalence, Antecedents, and Consequences of Actual-Desired Attitude Discrepancies
S. Christian Wheeler and Kenneth G. DeMarree

PART V THE IDENTITY RELEVANCE PRINCIPLE
25. Religious Identity in Marketing
Joseph E. Barbour and Naomi Mandel and Adam B. Cohen

26. Political Ideology: Basis for a Dynamic Social Identity
Donnel A. Briley and Kiju Jung and Shai Danziger

27. Identity in the Digital Age
Lauren Grewal and Andrew T. Stephen

28. The Role of Identity Relevance in the Retail Environment
Jennifer Argo

29. Identity and Charitable Giving: The Six-Self Framework
Jen Shang

30. Children’s Materialism and Identity Development
Lan Nguyen Chaplin and L. J. Shrum and Tina M. Lowrey

31. Identity-Based Perceptions of Others’ Consumption Choices
Jenny G. Olson and Brent McFerran and Andrea C. Morales and Darren W. Dahl

32. When Do Identity-Relevant Symbols Backfire? An Exploration of Identity-Symbolic Fixed and Malleable Connotations
Tracy Rank-Christman and Geraldine Rosa Henderson

Index