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JOURNAL OF CONSUMER RESEARCH
卷 34, 期 2, 页码 121-134出版社
OXFORD UNIV PRESS INC
DOI: 10.1086/519142
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We propose that consumers often make choices that diverge from those of others to ensure that they effectively communicate desired identities. Consistent with this identity-signaling perspective, four studies illustrate that consumers are more likely to diverge from majorities, or members of other social groups, in product domains that are seen as symbolic of identity ( e. g., music or hairstyles, rather than back-packs or stereos). In identity domains, participants avoided options preferred by majorities and abandoned preferences shared with majorities. The social group associated with a product influenced choice more in identity domains and when a given product was framed as identity relevant. People diverge, in part, to avoid communicating undesired identities.
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