Activating the Self-Importance of Consumer Selves: Exploring Identity Salience Effects on Judgments

2004/09/01 by Americus Reed · 369 citations
Business, Management and Accounting · Psychology · Social Sciences · #Cognitive psychology #Computer science #Construct (python library) #Consumer Behavior in Brand Consumption and Identification #Context (archaeology) #Cultural Differences and Values #Identity (music) #Identity formation #Personal identity #Psychology #Salience (neuroscience) #Self-concept #Social and Intergroup Psychology #Social group #Social identity approach #Social identity theory #Social psychology

paper · doi:10.1086/422108

published in Journal of Consumer Research 31(2), 286-295 (Oxford University Press)

openalex publication_date 2004/09/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/01

Abstract

Two studies examine the identity salience construct in a judgment formation context. Study 1 manipulates identity salience by heightening the self-importance of a consumer social identity, resulting in systematic changes in purchase intent of an identity relevant product. Study 2 shows that judgments of identity relevant stimuli are a function of exposure to an identity cue and the consumer's measured self-importance associated with the identity, particularly when the identity is diagnostic to the judgment. These results are discussed in terms of how they extend prior work on social identity, product preference formation, and attitude change.

Citations

• Whence Consumer Loyalty?

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