2007/06/13 by Jonah Berger, Chip Heath · 1,295 citations
Business, Management and Accounting · Mathematics · Psychology · Social Sciences · #Aesthetics #Computer science #Consumer Behavior in Brand Consumption and Identification #Cultural Differences and Values #Identity (music) #Mathematics #Perspective (graphical) #Product (mathematics) #Psychology #Social and Intergroup Psychology #Social group #Social identity approach #Social identity theory #Social psychology
paper · doi:10.1086/519142
published in Journal of Consumer Research 34(2), 121-134 (Oxford University Press)
openalex publication_date 2007/06/13 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/29
Abstract 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 backpacks 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.