Self-Identity and Consumer Behavior

Consumer researchers have recognized for a long time that people consume in ways that are consistent with their sense of self (Levy 1959; Sirgy 1982). Important thought leaders in our field have described and documented that consumers use possessions and brands to create their self-identities and communicate these selves to others and to themselves (e.g., Belk 1988; Fournier 1998; McCracken 1989). Although early research tended to focus on broad conceptual issues surrounding consumers and their sense of self, recent research takes a more granular approach, breaking down the relationship between identity concerns and consumption to look at the effects of specific self-related goals and of different aspects of self-identity on consumer behavior. For example, why would someone drive his Prius to work but drive his BMW to a blind date? Impression management? Value expression? Need for affiliation? The current collection of articles on self-identity and consumer behavior (appearing over the last two years) complements and adds to a growing body of work that has already appeared in JCR. Five of these six articles focus on specific relationships between self-identity-related goals and consumer behavior, exploring needs such as affiliation and distinctiveness, self-verification, and self-affirmation. The sixth paper explores the effect of identity activation on memory. The experiments in these articles fall into two paradigms. First, researchers threaten an aspect of self-identity to investigate how consumers engage in restorative behavior. In this paradigm, researchers may also allow consumers to bolster an aspect of selfidentity to mitigate the need for self-repair. Second, researchers measure or manipulate (prime) a particular aspect of self-identity or a particular identity-related goal to examine the effect on subsequent consumer behavior. Taken altogether, the papers in this collection provide us with a more nuanced understanding of consumer behavior as it relates to self-identity. While this collection of recent articles moves us forward, the wide variety of self-identity goals and countless aspects of self-identity make this an extremely fruitful area for future research. The first article, by White, Argo, and Sengupta, finds that consumers respond differently to self-threats depending on their self-construal. When independent selves are salient, a threat to the self activates the need to bolster self-worth through dissociation from identity-linked products, lowering preferences for such products. When interdependent selves are active, self-threat activates the need to belong, which manifests itself in an increased association with identity-linked products, enhancing product preferences. These findings persist across many different operationalizations of self-construal. Thus, how consumers restore their sense of self after a threat depends on which self-goal is activated, which in turn depends on the consumers’ self-construal. Next, the article by Townsend and Sood explores how the choice of an aesthetically pleasing product can affirm a consumer’s threatened sense of self. Rather than identify a specific social identity, the researchers link aesthetics to personal values. The choice of a highly aesthetic product can boost one’s self-esteem by confirming one’s value for beauty. The researchers show that the choice of a highly aesthetic product meets consumers’ needs to self-affirm after a self-threat by replicating the positive effects of selfaffirmation on a variety of downstream variables established in psychological research. For example, choosing a well-designed product increased openness to counterarguments and reduced commitment toward a failing course of action. The third article, by Ward and Broniarczyk, also falls into the self-threat paradigm. Here, the threat arises from a naturally occurring consumer setting: gift giving. Identity-incongruent gifts to close friends threaten consumers’ sense of self, while incongruent gifts to distant friends do not. Close friends are