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How Affirmational versus Negational Identification Frames Influence Uniqueness‐Seeking Behavior
Author(s) -
Jin Liyin,
He Yanqun,
Zou Deqiang,
Xu Qian
Publication year - 2013
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20653
Subject(s) - uniqueness , identification (biology) , proposition , psychology , social psychology , identity (music) , valence (chemistry) , frame (networking) , social identity theory , epistemology , computer science , social group , botany , biology , telecommunications , philosophy , physics , quantum mechanics , acoustics
This research tested the proposition that consumers presenting under a negational identification frame are more likely to choose unique products than when they present themselves affirmationally. Study 1 demonstrated this main effect in a real‐choice setting. Study 2 underlined temporary accessibilities to one's desired (undesired) identities when an affirmational (negational) identification frame is adopted. Study 3 further demonstrated that identity valence interacts with identification frames in driving uniqueness‐seeking tendency. Additionally, this effect was found to be mediated by self‐other distinction in Study 4. The research implications for both the “what” and the “how” aspects of identity‐driven consumption are discussed.