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Substituting Brands with Social Behavior to Satisfy Identity Needs

Kreuzbauer, R and Chiu, CY (2010) Substituting Brands with Social Behavior to Satisfy Identity Needs Advances in Consumer Research, 38.

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This research demonstrates that consumers’ pursuit of social-identity goals is a dynamic process continuously shaped by their product interactions. We show that the mere act of being handed a brand can satisfy a salient distinctiveness-(connectedness) need, and results in a reduced likelihood of expressing this need in a subsequent social-task.

Item Type: Article
Subjects : Marketing
Divisions : Surrey research (other units)
Authors :
Chiu, CY
Date : 2010
Copyright Disclaimer : © 2010 Association for Consumer Research. All Rights Reserved. This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at
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Depositing User : Symplectic Elements
Date Deposited : 16 May 2017 15:38
Last Modified : 24 Jan 2020 15:08

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