Solving dissociative group effects using construal level theory

Abstract

Purpose Consumers usually respond favourably to ingroups but negatively to dissociative groups and products linked to dissociative groups, termed the dissociative group effect. Despite important implications for branding, advertising and celebrity endorsement, little is known about how to attenuate the effect. This paper aims to introduce a mechanism which attenuates the dissociative group effect by drawing on construal level theory. Design/methodology/approach An experimental approach was used which included two-part between-subjects designs. Findings High identifiers prefer products linked to their ingroup over ones linked to a dissociative group, however, the opposite is true for low identifiers. The difference in preference is attenuated for high and low identifiers when they are placed in an abstract mind-set. The underlying mechanism of this effect is similarity focus. Research limitations/implications The same context was used to ensure that the attenuating effect found was not due to contextual factors. However, further studies should replicate the findings in a wider variety of contexts. Practical implications This research offers practical recommendations on how to manage multiple customer segments in increasingly diverse marketplaces. By inducing an abstract mind-set in customers, for example, via advertising copy, website architecture or contextual factors such as pitch of the music, marketers can increase the effectiveness of identity-linking marketing for consumers’ high/low in identification. Originality/value This is one of the first empirical studies to evidence the applicability of construal level theory within identity marketing and offers a novel mechanism to attenuate the dissociative group effect. The findings shed new light on how low identifiers relate and respond to identity-linked marketing.

Examining the effect of group prototypes and divergent strength of identification on the effectiveness of identity appeals

“…Identity literature has largely ignored the potential influence of construal level on how consumers process and respond to information relevant to their identity. An exception is McGowan et al (2019), who show that consumers perceive themselves to be more similar to a dissociative group when in an abstract, relative to a concrete, mindset. The current research builds on and extends this finding, by showing that level of construal alters how prototypical a given group descriptor is perceived to be.…”

“…Changes in the level of construal have implications for categorization and personal perceptions (McGowan et al , 2019; Trope and Liberman, 2010), as an abstract mindset induces a similarity focus. To that effect, consumers in an abstract mindset focus on few important features that tie objects/events together, rather than emphasizing incidental or context-specific features.…”

Fostering consumer engagement with marketer-generated content: the role of content-generating devices and content features

“…Additionally, prior research has used CLT to explain various consumer perceptions, preferences, information processing and behaviors by linking construal levels to psychological distance (Adler and Sarstedt, 2021;Chiang et al, 2021;McGowan et al, 2019). For instance, drawing on CLT, McGowan et al (2019) explained how to attenuate the dissociative group effect by applying an experimental approach. Based on CLT, Chiang et al (2021) examined how the system characteristics of interactive augmentedreality technology (e.g.…”

“…Additionally, prior research has used CLT to explain various consumer perceptions, preferences, information processing and behaviors by linking construal levels to psychological distance (Adler and Sarstedt, 2021; Chiang et al. , 2021; McGowan et al. , 2019).…”

Dissociative threat: underperforming to distance the self from undesirable groups

“…Research has consistently shown that consumers signal their social identity through consumption (Brough et al, 2016;Guzm an and Sierra, 2012;McGowan et al, 2019;Pinna, 2020). Consumers feel a stronger connection to brands that are associated with social groups to which they belong or aspire to belong (Escalas and Bettman, 2003) and a weaker connection to brands that are associated with groups to which they wish to avoid being associated with (McGowan et al, 2019;White and Dahl, 2007). In addition, consumers tend to stereotype brands/products and brand/product users (Bennett and Vijaygopal, 2018;Hess and Melnyk, 2016), which could potentially create a social threat to some groups.…”