Why we like the Old Spice guy: Consumer identity and product preferences

Jun 19, 2012

Consumers may embrace products linked to a social identity such as gender or university affiliation when that identity is threatened by negative information, according to a new study in the Journal of Consumer Research.

"Past research suggests that identity-based strategies may backfire as will tend to dissociate from products linked to a threatened identity," write authors Katherine White (University of British Columbia), Jennifer J. Argo (University of Alberta), and Jaideep Sengupta (Hong Kong University of Science and Technology). "In contrast, our findings offer a more optimistic view: a threat may actually lead certain consumers to embrace identity-linked products."

Companies often try to link their brand and products with a particular social identity and assume that consumers will favor their products if they are part of the group. For example, recent Old Spice commercials appeal to male consumers to "Smell like a man, man" whereas Secret links its brand of deodorant to female identity with the tagline "Strong like a woman."

Previous research has found that consumers generally will avoid products linked with an aspect of their social identity when it is threatened by negative information such as a newspaper article claiming that women have inferior or that one's university has fallen in ranking. However, the authors found that consumers who identify closely with a particular social identity may actually embrace products associated with that identity when it is threatened.

"Consumers who are more independent are particularly concerned with viewing themselves in a positive light so they tend to shun products linked to a threatened identity. In contrast, those who identify closely with a particular group actually heighten their preference for products linked to the threatened identity. They ward off the threat by activating and reinforcing their sense of belonging," the authors conclude.

Explore further: Traditional forms of media coverage valued over advertising, study finds

More information: Katherine White, Jennifer J. Argo, and Jaideep Sengupta. "Dissociative Versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal." Journal of Consumer Research: December 2012.

add to favorites email to friend print save as pdf

Related Stories

What does signing your name mean in the marketplace?

Mar 17, 2011

Signing your name on the dotted line heightens your sense of self and leads to purchase behavior that affirms your self-identity, according to a new study in the Journal of Consumer Research. But signing can reduce engage ...

Can consumers 'fit in' yet remain unique?

May 16, 2012

Most consumers want to fit in while still asserting their individuality—and they balance these conflicting desires when choosing products, according to a new study in the Journal of Consumer Research.

Study explores distinction between 'different' and 'uncool'

Dec 04, 2007

Just as some products reveal our aspirations, there are other products that consumers avoid, lest we be associated with a particular group. An environmentalist would never buy an SUV. Baby boomers avoid products associated ...

Recommended for you

Predicting human crowds with statistical physics

5 hours ago

For the first time researchers have directly measured a general law of how pedestrians interact in a crowd. This law can be used to create realistic crowds in virtual reality games and to make public spaces safer.

Broken windows thesis springs a leak

9 hours ago

The broken windows theory posits that minor misdemeanors, like littering or graffiti spraying, stimulate more serious anti-social behavior. LMU sociologists now argue that the idea is flawed and does not ...

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.