• Canada
• Research dataclose
• Research softwareclose
• Other research productsclose
• Scholarship@Western close

This chapter examines the mirror image of the identity association principle: dissociation. While the association principle posits that stimuli associated with a positively regarded identity receive more positive evaluations, the dissociation principle suggests that stimuli associated with negatively regarded identities will receive negative evaluations and be abandoned. The authors focus on the nature of dissociative reference groups or groups that the consumer is motivated to avoid association with, and present a framework outlining how dissociative influence can impact consumer behavior. They review the literature on dissociative influence and note that although dissociative reference groups often spur avoidance behaviors, they can sometimes induce approach behaviors. They then turn to a discussion of how dissociative associations can lead to polarizing reactions in real-world domains, such as politics. Finally, they draw on their theorizing to outline some suggested directions for future research in this regard.

"Welcome to a site dedicated to the back-to-the-land movement on Prince Edward Island. There is a series of interviews of back-to-the-landers conducted by Ryan O’Connor in 2008. There is a single narrative history of the movement, by Alan MacEachern. And there is an opportunity for other back-to-the-landers, their children, or anyone else to contribute their own stories or photos about those days."

Dr. Derek McLachlin is an assistant professor in the Department of Biochemistry at Western University. He obtained his PhD at Western University for his work on the quatenary structure of E. coli ATP synthase. Dr. McLachlin did his post-doctoral studies at Rockefeller University in New York City, where he analyzed phosphorylated peptides from complex mixtures. Ellen Xu and Cheryl Yip had the chance to interview him to learn more about his research and his time as a professor at Western.