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Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence

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  • Katherine White
  • Darren W. Dahl

Abstract

Past research finds that consumers exhibit weak self-brand connections to brands associated with out-groups. We extend this work by demonstrating that products associated with dissociative reference groups have a greater impact on consumers' negative self-brand connections, product evaluations, and choices than do products associated with out-groups more generally. In addition, both situational priming and chronic identification with one's in-group moderate the avoidance of products associated with dissociative reference groups. Further, we demonstrate the conditions under which dissociative influence does not occur and discuss the implications of the research. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Katherine White & Darren W. Dahl, 2007. "Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 525-536, June.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:4:p:525-536
    DOI: 10.1086/520077
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