Identity‐based motivation: Constraints and opportunities in consumer research

This commentary underscores the integrative nature of the identity-based motivation model (Oyserman, D. (2009). Identity-based motivation: Implications for action-readiness, procedural-readiness, and consumer behavior. Journal of Consumer Psychology, 19(3) (this issue)). We situate the model within existing literatures in psychology and consumer behavior, and illustrate its novel elements with research examples. Special attention is devoted to, 1) how product- and brand-based affordances constrain identity-based motivation processes and, 2) the mindsets and action tendencies that can be triggered by specific cultural identities in pursuit of consumer goals. Future opportunities are suggested for researching the antecedents of product meanings and relevant identities.     

Why do people give? The role of identity in giving

Why do people give to others? One principal driver involves one's identity: who one is and how they view themselves. The degree to which identities are malleable, involve a readiness to act, and help make sense of the world have significant implications determining whether and how much people give. Drawing on the Identity-Based Motivation model (IBM; Oyserman, D. (2009). Identity-based motivation: Implications for action-readiness, procedural-readiness, and consumer behavior. Journal of Consumer Psychology, 19.), we provide a tripartite framework to help advance the research on the psychology of giving.     

Identity‐based motivation: Implications for action‐readiness,procedural‐readiness,and consumer behavior

Choices are often identity-based but the linkage to identity is not necessarily explicit or obvious for a number of reasons. First, identities feel stable but are highly sensitive to situational cues. Second, identities include not only content but also readiness to act and to use procedures congruent with the identity. Third, identities can be subtly cued without conscious awareness. Fourth, what an accessible identity means is dynamically constructed in the particular context in which it is cued. Because identities carry action- and procedural-readiness, the outcome of an identity-based motivation process may be similar to or different from the choices an individual would have made in another setting. Moreover, once an identity is formed, action and procedural-readiness can be cued without conscious awareness or systematic processing, resulting in beneficial or iatrogenic outcomes.     

The self and the brand

Whereas [Oyserman, D. 2009. Identity-based motivation: Implications for action-readiness, procedural-readiness, and consumer behavior. Journal of Consumer Psychology. (this issue)] highlights the importance of identity motivation, this commentary suggests that the interesting questions for consumer researchers are not about identity per se, but about the relationship between the self and brand-related consumption. Two broad areas of investigation that can form an agenda for further research are proposed. The first area concerns the relationship among brands, identity and goals. The second area concerns the potential negative effects of identity on brand choice and on perceptions of identity-related behavior. Consumer researchers are best positioned to pursue issues dealing with the intersection of identity and brands, which can lead to both theoretical and substantive insights.     

Incentivizing education: Seeing schoolwork as an investment, not a chore

Most American children expect to attend college but because they do not necessarily spend much time on schoolwork, they may fail to reach their imagined “college-bound” future self. The proposed identity-based motivation model helps explain why this gap occurs: Imagined “college-bound” identities cue school-focused behavior if they are salient and feel relevant to current choice options, not otherwise. Two studies with predominantly low-income and African American middle school students support this prediction. Almost all of the students expect to attend college, but only half describe education-dependent (e.g., law, medicine) adult identities. Having education-dependent rather than education-independent adult identities (e.g., sports, entertainment) predicts better grades over time, controlling for prior grade point average (Study 1). To demonstrate causality, salience of education-dependent vs. education-independent adult identities was experimentally manipulated. Children who considered education-dependent adult identities (vs. education-independent ones) were eight times more likely to complete a take-home extra-credit assignment (Study 2).     

Rethinking Regulatory Engagement Theory

We offer a constructive critique of Regulatory Engagement Theory (Higgins, E. T. (2006). Value from hedonic experience and engagement. Psychological Review, 113(3), 439–460.; Higgins, E. T., and Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2).). After highlighting the major tenets of the theory and its main contributions, we identify some of its conceptual ambiguities. We then argue that the hedonic and intensity components of value may not be psychologically separable in that experiences acquire their hedonic quality through their intensity. We next discuss why the various determinants of strength of engagement proposed by the theory may not all operate through the same process. Even the regulatory fit phenomenon seems to involve more than one process. We conclude by suggesting that many strength-of-engagement effects may reflect feelings-as-information inferences consistent with the Generalized Affect-as-Information Model of judgment (GAIM; Pham, M. T. (2008). The lexicon and Grammar of Affect-as-Information: The GAIM. In M. Wanke (Ed.), Social psychology of consumer behavior. New York: Psychology Press.).     

Engaging the consumer: The opposing forces of regulatory nonfit versus fit

Higgins and Scholer (Higgins, E. T., and Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2), 100-114) propose that while opposing forces do not create value, value is created when people engage in the act of countering these forces. To the extent that feeling wrong from regulatory nonfit may be perceived as an opposing force, their hypothesis can be extended to understanding regulatory nonfit effects. More specifically, while regulatory nonfit does not create value, the experience of regulatory nonfit may signal that something “feels wrong”. Consumers may be prompted to counter this feeling wrong experience when they are involved in the decision making process, and this intervention in turn leads to value creation.     

Exploring the complexities of value creation: The role of engagement strength

Regulatory engagement theory (Higgins, E. T. (2006). Value from hedonic experience and engagement. Psychological Review, 113, 439–460; Higgins, E.T. &; Scholer, A.A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology) proposes that engagement strength plays a critical role in the creation of value intensity. We discuss the ways in which engagement, in this model, can be distinguished from arousal, motivation to act, and experienced difficulty. We distinguish between the mechanisms and predictions made by regulatory engagement theory versus cognitive dissonance theory and a goal systems approach. We also describe the complexities and conditions under which some sources of engagement strength (e.g., regulatory fit) may relate to value creation. For instance, while regulatory fit has more typically been associated with increased engagement strength, regulatory nonfit may also sometimes increase engagement by serving as an obstacle to be overcome. We review existing evidence and highlight open questions related to the role of engagement strength in creating value.     

The consequences of unmet needs: the evolving role of motivation in consumer research

This paper proposes that dominant theories of human motivation rest on the notion of salient unmet needs. Motivational theories, represented by biological instinct theories (thesis) and social cognitive theories (antithesis), are now showing signs of synthesis within the domain of consumer research. Consumer and marketing research techniques can be made more insightful and actionable by introducing measures of the behavioural and emotional meaning of unmet needs through integration of the key elements of motivation research within a quantitative measurement system. Copyright © 2004 Henry Stewart Publications.     

Bibliometric reflections on the history of consumer research

This article analyzes citation data for over 7000 articles published in the Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research between 1936 and the end of 2009 to address five questions relating to the history of consumer research: What types of articles have been influential in consumer research? Does consumer research have sleeping beauties and shooting stars? How do consumer researchers achieve impact? Has consumer research become more or less influential over time? And finally, how much do older articles inform current consumer research?'     

The variability of the delinquent self: Anti-authority attitudes and endorsement of neutralization techniques among incarcerated delinquents in Singapore

This study presents research findings showing that the delinquent social identity is not a fixed entity but varies according to situational factors. Participants were incarcerated Singapore delinquents of both genders, who responded to a vignette of a rule-breaking situation when either their family or their gang social identities are made salient. Another manipulation involves confrontation by authority either in public or in private. Results demonstrate that delinquents' attitude toward authority and their endorsement of the techniques of neutralization vary depending on the salience of their identities and confrontation by authority. This lends support to self-categorization theory's concept of the variable self.     

Intrapersonal variation in consumer susceptibility to normative influence: toward a better understanding of brand choice decisions

The authors examined intrapersonal variation in consumer susceptibility to normative influence as a key mediator of wine brand choice. On the basis of a consumer sample, the authors found that individual values and social identity complexity affect consumer susceptibility to normative influence with downstream effects on (a) which brand benefits consumers desire in wine and (b) choice. Individuals higher on internal values and with more complex social identities were less susceptible to normative influence and placed less emphasis on social brand benefits. Separate examinations of consumption scenarios with and without salient reference groups showed that reference group salience interacts with personal values and social identity complexity in affecting consumer susceptibility to normative influence, which in turn affects which brand benefits consumers desire and consequently choice.     

Identity-based motivation and health

People do not always take action to promote health, engaging instead in unhealthy habits and reporting fatalism about health. One important mechanism underlying these patterns involves identity-based motivation (D. Oyserman, 2007), the process by which content of social identities influences beliefs about in-group goals and strategies. Seven studies show the effect of identity-based motivation on health. Racial-ethnic minority participants view health promotion behaviors as White middle class and unhealthy behaviors as in-group defining (Studies 1 and 2). Priming race-ethnicity (and low socioeconomic status) increases health fatalism and reduces access to health knowledge (Studies 3 and 4). Perceived efficacy of health-promoting activities is undermined when racial-ethnic minority participants who identify unhealthy behavior as in-group defining are asked to consider their similarities to (middle-class) Whites (Studies 5-7).     

Identity-based motivation: Implications for intervention

Children want to succeed academically and attend college, but their actual attainment often lags behind; some groups (e.g., boys, low-income children) are particularly likely to experience this gap. Social structural factors matter, influencing this gap in part by affecting children's perceptions of what is possible for them and people like them in the future. Interventions that focus on this macro-micro interface can boost children's attainment. We articulate the processes underlying these effects using an integrative culturally sensitive framework entitled identity-based motivation (IBM, Oyserman, 2007, 2009a, 2009b). The IBM model assumes that identities are dynamically constructed in context. People interpret situations and difficulties in ways that are congruent with currently active identities and prefer identity-congruent to identity-incongruent actions. When action feels identity-congruent, experienced difficulty highlights that the behavior is important and meaningful. When action feels identity-incongruent, the same difficulty suggests that the behavior is pointless and "not for people like me."     

The conflicting choices of alternating selves

Participants made choices after the salience of their social identities was manipulated. Choices assimilated to the salient identity, whether that identity stemmed from a person’s role (e.g., student, family member) or culture (e.g., Chinese, American). Thus, the preferences that participants expressed depended on the identity that happened to be salient at the moment of choice, with participants expressing preferences when one identity was salient that conflicted with the preferences they would express were another identity salient. These effects only arose for those who held and identified with the evoked identity. Studies further revealed that such identity-congruent choices influence post-choice satisfaction and regret: participants were less satisfied with their prior choices when the identity salient during post-choice evaluation or consumption was different from the identity salient during choice, compared to when the “choosing” and “consuming” identities were the same. Implications of the findings are discussed.     

The use of structural equation models in Consumer Psychology: A methodological dialogue on its contributions,cautions, and concerns

The goal of Consumer Psychology is to use manipulations and measures in order to make inferences as to the psychological processes that underlie consumer behavior. A statistical tool available to do so is Structural Equation Modeling (SEM). Recent issues of this journal have provided primers in the use of SEM. Herein, three noted experts provide further guidance and philosophical consideration of the issues associated with SEM, as well as statistical and methodological concerns in general. The goal of this dialogue is to provide a foundation for the use of SEM in Consumer Psychology and the Social Sciences in general.     

Social identity and worldview validation: the effects of ingroup identity primes and mortality salience on value endorsement

In this article, the authors report an investigation of the relationship between terror management and social identity processes by testing for the effects of social identity salience on worldview validation. Two studies, with distinct populations, were conducted to test the hypothesis that mortality salience would lead to worldview validation of values related to a salient social identity. In Study 1, reasonable support for this hypothesis was found with bicultural Aboriginal Australian participants (N = 97). It was found that thoughts of death led participants to validate ingroup and reject outgroup values depending on the social identity that had been made salient. In Study 2, when their student and Australian identities were primed, respectively, Anglo-Australian students (N = 119) validated values related to those identities, exclusively. The implications of the findings for identity-based worldview validation are discussed.     

Voices Unheard: The Psychology of Consumption in Poverty and Development

Many facets of contemporary global problems posed by poverty pertain to the deprivation of consumption capability and are within the consumer psychologist's expertise domain. This article (based on my 2004 Presidential Address to the Society for Consumer Psychology [SCP]) outlines how consumer psychology research can contribute an understanding of the cognitive, motivational, and sociocultural dimensions of poverty, and how poverty depletes and alters the human need and capacity to consume. Consumer psychology research can also help suggest the nature and function of material and psychological interventions that can help ameliorate these conditions, focusing their design and monitoring their effects. These are important research priorities for consumer psychologists and deserve more and sustained attention from our community. Apart from garnering voice in policy conversations in government, industry, and academe, such research eventually will enhance our field's substantive contribution to improving the contemporary human condition.     

Cuing consumerism: situational materialism undermines personal and social well-being

Correlational evidence indicates that materialistic individuals experience relatively low levels of well-being. Across four experiments, we found that situational cuing can also trigger materialistic mind-sets, with similarly negative personal and social consequences. Merely viewing desirable consumer goods resulted in increases in materialistic concerns and led to heightened negative affect and reduced social involvement (Experiment 1). Framing a computer task as a "Consumer Reaction Study" led to a stronger automatic bias toward values reflecting self-enhancement, compared with framing the same task as a "Citizen Reaction Study" (Experiment 2). Consumer cues also increased competitiveness (Experiment 3) and selfishness in a water-conservation dilemma (Experiment 4). Thus, the costs of materialism are not localized only in particularly materialistic people, but can also be found in individuals who happen to be exposed to environmental cues that activate consumerism-cues that are commonplace in contemporary society.     

Sex difference in subjective duration of looming and receding sounds

Looming sounds (sounds increasing in intensity over time) are more salient than receding sounds (a looming sound reversed in time). For example, they are estimated as being longer, louder, and more changing in loudness than receding sounds. Some authors interpret the looming salience as evolutionarily adaptive, because it increases the margins of safety of the perceiver in the case of preparatory behaviours (e.g., a motor reaction to an approaching sound source). Recently, Neuhoff et al (2009, Journal of Experimental Psychology: Human Perception and Performance 35 225-234) found that females more than males show overestimation of the spatiotemporal properties of virtually simulated looming sound sources. Here, I investigated whether the sex difference could be observed for the subjective duration of looming and receding sounds, and found that females more than males overestimate the duration of looming sounds in comparison to receding sounds.