Where Consumers Diverge from Others: Identity Signaling and Product Domains

• Published in: The Journal of consumer research Vol. 34; no. 2; pp. 121 - 134
• Main Authors: Berger, Jonah, Heath, Chip
• Format: Journal Article
• Language: English
• Published: Oxford The University of Chicago Press 01-08-2007; Oxford University Press
• Subjects: Conformity; Consumer behavior; Group identity; Hairstyles; Identity; Musical aesthetics; Signals; Social groups; Social identity; Stereo; Studies; Uniqueness
• ISSN: 0093-5301; 1537-5277
• DOI: 10.1086/519142

We propose that consumers often make choices that diverge from those of others to ensure that they effectively communicate desired identities. Consistent with this identity‐signaling perspective, four studies illustrate that consumers are more likely to diverge from majorities, or members of other social groups, in product domains that are seen as symbolic of identity (e.g., music or hairstyles, rather than backpacks or stereos). In identity domains, participants avoided options preferred by majorities and abandoned preferences shared with majorities. The social group associated with a product influenced choice more in identity domains and when a given product was framed as identity relevant. People diverge, in part, to avoid communicating undesired identities.