Social identity threat and consumer preferences

Although marketers often link brands with an aspect of consumer social identity, the current research demonstrates that such brand-identity linkages may sometimes have negative consequences. Consumers motivated to protect and maintain feelings of individual self-worth alter their product evaluations and choices to avoid a threatened aspect of their own social identity. Whereas those low in collective self-esteem (CSE) tend to exhibit such identity avoidance effects, those high in CSE maintain associations with an identity-linked brand even when that social identity is threatened. Moreover, when the consumer feels positively about the self via self-affirmation, the effect among low CSE consumers is mitigated. Finally, it is demonstrated that differences in the use of identity as a resource underlie the effects.