research product . 2019

A Framework for Considering Dissociative Identity Effects in Consumption

Simpson, Bonnie; Dunn, Lea; White, Katherine;
Open Access
  • Published: 05 Dec 2019
  • Publisher: Scholarship@Western
  • Country: Canada
Abstract
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 altho...
Subjects
free text keywords: Business Administration, Management, and Operations, Work, Economy and Organizations
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