Identity-Based Consumer Behavior

Abstract

Although the influence of identity on consumer behavior has been documented in many streams of literature, the absence of a consistent definition of identity and of generally accepted principles regarding the drivers of identity-based behavior complicates comparisons across these literatures. To resolve that problem, we propose a simple but inclusive definition of identity. Identity can be defined as any category label with which a consumer selfassociates that is amenable to a clear picture of what a person in that category looks like, thinks, feels and does. Building from this definition, we propose the following five basic principles that can help researchers model the process of identity formation and expression:(1) Identity Salience: identity processing increases when the identity is an active component of the self; (2) Identity Association: the non-conscious association of stimuli with a positive and salient identity improves a person's response to the stimuli; (3) Identity Relevance: the deliberative evaluation of identity-linked stimuli depends on how diagnostic the identity is in the relevant domain; (4) Identity Verification: individuals monitor their own behaviors to manage and reinforce their identities; and (5) Identity Conflict: identity-linked behaviors help consumers manage the relative prominence of multiple identities. To illustrate the potential usefulness of these principles for guiding identity research, we discuss new avenues for identity research and explain how these principles could help guide investigations into these areas.

Looking for my self: Identity‐driven attention allocation

“…Using a dot-probe paradigm, Study 2 extends these results to show that individuals allocate attention toward both emotional and non-emotional (semantic associates) stimuli that are identity-consistent, and away from those that are incompatible. Consistent with theories suggesting cognition and perception are constructed (James, 1890(James, /1983) and that identities direct and influence meaning-making (Oyserman, 2009;Reed et al, 2012), we find that social identities drive attention allocation, with identity-consistent stimuli receiving greater attention; suggesting that an identity's sense-making begins with motivated attention toward perceiving an identity-consistent environment.…”

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This research builds on the motivational aspects of identity salience, finding that social identities direct the allocation of attention in identitysyntonic ways. Drawing from identity-based motivation (Oyserman, 2009;Reed, et al, 2012) we suggest individuals use attention to enhance identity-fit; selectively focusing on cues and stimuli that are identity-consistent. In two studies we find that activating a social identity drives preferential attention toward identity-relevant stimuli.

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“…When a specific identity is active, an individual views the world through that knowledge structureavoiding identity-inconsistent activities and objects (Berger & Heath, 2007), and approaching those that are consistent (Reed, 2004). Individuals rely on social identities to provide self-regulation that calibrates cognition, attitudes, values, and behaviors according to active identity standards (Mercurio & Forehand, 2011;Oyserman, 2009;Reed et al, 2012).…”

Boundary Research: Tools and Rules to Impact Emerging Fields

“…The second stage of a field's evolution involves usefully organizing the field into a taxonomy by distinguishing between different concepts, contexts (e.g., private versus public behavior), or outcomes (e.g., reaction time, attitude, behavioral intention, or consumption). Two illustrations of this are the recent taxonomies developed on identity-based consumer behavior (Reed et al, 2012) and on package-based influences on overeating (Chandon, 2013).…”

Income tax and the motivation to work

“…The potential identity-relevance of one's attitudes toward social equality and government intervention may have implications for motivation. Prior work in psychology suggests that individuals possess multiple identities (e.g., "rugged individual" or "Midwesterner, " Oyserman, 2009, p. 251), and identities that are made salient in a particular situation can influence cognition, motivation, and behavior (LeBoeuf, Shafir, & Bayuk, 2010;Reed, Forehand, Puntoni, & Warlop, 2012). In particular, identity-based theories of motivation posit that the extent to which aspects of a task align with salient identities influences motivation (e.g., Oyserman, 2007Oyserman, , 2009).…”