TY  - BOOK
AU  - White,Katherine
AU  - Argo,Jennifer J.
AU  - Sengupta,Jaideep
TI  - Dissociative versus associative responses to social identity threat: the role of consumer self-construal 
SN  - 00935301
AV  - HF5415.3 JOU 
PY  - 2013///
CY  - Oxford
PB  - Oxford University Press
KW  - Brand image
KW  - Advertising effects
KW  - Social psychology
N2  - The current research examines the conditions under which consumers demonstrate associative versus dissociative responses to identity-linked products as a consequence of a social identity threat. Across four studies, the authors test the notion that reactions to social identity threat may be moderated by self-construal by examining subcultural differences in ethnic background, priming self-construal, and investigating cross-national differences in cultural background. Those with more independent self-construals tend to avoid identity-linked products when that identity is threatened versus not threatened. Those with more interdependent self-construals, in contrast, demonstrate more positive preferences for identity-linked products when that aspect of social identity is threatened. These effects arise because, while independents are motivated to restore positive self-worth when a social identity is threatened, interdependents access a repertoire of social identities to fulfill belongingness needs when threatened
UR  - https://doi.org/10.1086/664977
ER  -