Consumer Identity Research Articles

EXPRESS: Disrespectful Promotions: The Negative Impact of Price Promotions on Products Symbolically Linked to Stigmatized Identities

To reach a more diverse consumer base, companies have begun to offer products symbolically linked to stigmatized identities, and these products are often promoted by price discounts. Despite past work finding that linking consumer identities to products is generally appealing and that price promotions benefit consumers, the current research finds that offering discounts on products symbolically linked to stigmatized identities may backfire. Across eight studies, which include a variety of stigmatized groups in U.S. society, we find that when a company offers a discount on a product symbolically linked to a stigmatized identity, members of the stigmatized group react negatively toward the company (i.e., they hold less favorable attitudes, have lower purchase intentions, and choose the company’s competitor). These negative reactions, which do not arise for the non-stigmatized, occur because stigmatized consumers perceive the company’s action of offering a discount as disrespectful toward their social group. The effect is contingent on whether the company is an in-group or out-group member, the selection of other discounted products, and the type of sales promotions employed. This research enriches our understanding of stigmatized consumers and offers insights into the nature of disrespectful cues in the marketplace and the social cost of price promotions.

Neuromarketing Consumer Behaviour in Family Type: An Independent T Test Analysis

The present study examines the impact of family type on consumer behavior through the lens of neuromarketing, utilizing an independent t-test analysis of 394 survey responses. By categorizing participants into different family types—nuclear, extended, and single-parent—the research explores variations in emotional responses, decision-making processes, and brand loyalty. The findings reveal significant differences in consumer preferences and purchasing behaviors among these family types, highlighting how familial structure shapes consumer identity and choices. These results underscore the importance of tailoring marketing strategies to align with the distinct psychological and emotional frameworks of diverse family units. This study contributes to the growing field of neuromarketing by providing empirical evidence of how family dynamics influence consumer behavior, offering valuable insights for marketers seeking to enhance engagement and effectiveness in their campaigns.

Constructing a combined brand identity

Identity has acquired the status of a key concept in social, cultural and economic contexts, because it affects the formation of human values, beliefs, preferences and behavior, in particular, consumer behavior. Moreover, consumption itself has long been a stable form of organizing social life, as it focuses on almost all social positions, becoming an almost ideal identifier. Because of this, the research of the target audience is considered the basis of bran­ding, because its coincidence with the brand identity significantly increases consumer loyalty to the brand. On the other hand, brands tend to become part of the consumerʼs self-concept, influencing his values and lifestyle. It highlights the different roles of identity as an influencer (consumer on the brand) and as an object of influence (brand on the consumer). The search for ways to achieve a balance between consumer identity and brand identity outlined the research hypothesis, that systemic and structural app­roach will allow taking into account all elements of the consumerʼs identity in the process of brand identity formation and bring the "brand-consumer" relationship to a new emotional level through the construction of a complex, joint identity. Based on the methods of scientific ana­lysis and synthesis, conceptualization and struc­tural modelling, the key components of consumer identity and brand identity were identified. The structure of the consumerʼs identity has been improved by supplementing it with goals and ambitions of the consumer. A categorical apparatus of brand management has been developed due to the introduction of the concept of "combined brand identity", the starting condi­tion for the construction of which is the analysis of the consumerʼs identity. The result of the proposed system-structural approach is a gene­ralized matrix that allows forming a combi­ned brand identity through a combination of diffe­rent level factors of consumer identity and constituent elements of brand identity. The appli­cation of a system-structural approach will provide a detailed analysis of various consumer segments and will allow determining which elements of the consumerʼs identity should be reproduced in the brand for each segment. This will help to transform the brandʼs partnership with the consumer into a vital priority based on emotional intelligence

Creating Emotional Resonance in Advertising Language Strategies and Consumer Identity

This study explores the interplay between language strategies in advertising and consumer identity, focusing on their combined effect on emotional resonance. Through a mixed-methods approach that includes content analysis, surveys, and experimental designs, the research examines how storytelling, metaphors, and informational language strategies impact emotional engagement, brand recall, and purchase intention. The findings reveal that storytelling and metaphorical language significantly enhance emotional resonance, with advertisements employing these strategies evoking stronger emotional responses and higher engagement scores compared to informational ads. The study also highlights the critical role of consumer identity in moderating the effectiveness of these language strategies. Advertisements that align with the consumer’s self-concept and social identity are perceived as more relevant and compelling, leading to better marketing outcomes. Furthermore, the research underscores the importance of cultural context, showing significant variations in how language strategies are received across different cultural settings. These insights provide valuable guidance for advertisers and marketers seeking to enhance the emotional appeal and effectiveness of their campaigns.

Analisis Alih Kode dan Campur Kode serta elemen Visual pada Iklan Make-Up PT. Paragon di Instagram

This qualitative study analysed the use of code-switching and code-mixing in makeup advertisements from four brands of PT Paragon Technology and Innovation (Emina, MakeOver, InstaPerfect, and Wardah) on Instagram, employing Barthes' (1988). Semiotic method was used to explore denotative and connotative meanings in the ads. Denotation refers to the literal meaning of signs, while connotation reveals additional meanings influenced by culture and ideology. The findings indicate that code-switching and code-mixing are used to capture audience attention and create a modern brand image. For instance, MakeOver advertisements use English language to convey an international impression, whereas Emina employs code-mixing to make messages more dynamic and relevant to bilingual audiences. Practical implications of this research include assisting companies in developing effective marketing strategies and crafting engaging and grammatically appropriate ad content. Moreover, the study is expected to enhance consumer critical thinking towards advertisements and aid policymakers in establishing language usage guidelines in advertising. Overall, this research demonstrates that makeup advertisements not only promote products but also shape consumer identities and self-images, reflecting global trends and socio-cultural dynamics.

Perceptions of feedback and engagement with feedback among undergraduates: an educational identities approach

Engaging with feedback has been widely shown to support learning, but levels of engagement with feedback among individual students varies considerably. This study assessed educational identities to understand this variation, while also seeking to confirm the distinct but related role of perceptions of feedback. One hundred and seventy undergraduate students in the UK completed an online questionnaire to assess their perceptions of feedback, engagement with feedback, learner identity, consumer identity, and discipline identity, as well as provide age, gender, ethnicity, and level of study. As predicted, perceptions of feedback was significantly positively correlated with engagement with feedback, and learner identity and discipline identity were also significantly positively correlated with perceptions of feedback and engagement with feedback. Data were subsequently analysed to test various hypotheses about the interactions among these variables. Critically, we found support for the proposed mediating effect of perceptions of feedback on the relation between learner identity and engagement with feedback, however, consumer identity did not moderate this effect. These findings suggest that students who demonstrate the greatest engagement with feedback are those with a strong learner identity, thus, interventions to promote learner identity may increase students’ engagement with feedback and ultimately improve their outcomes.

Modern development trends of marketing technologies in Ukraine

Introduction. The modern stage of the development of the Ukrainian economy requires a constant search for the latest business tools and technologies. Technologies for promoting products and services to the market are gaining special relevance. Marketing activity requires creativity, new ideas and new innovative technologies. The purpose of the paper is to analyze modern marketing technologies used in Ukraine and to identify the main trends in their development. Results. Since the beginning of the 21st century, marketing concepts have undergone significant changes due to globalization, the spread of remote services, economic crises, and changing consumer preferences. Well-known marketers predicted a transition from traditional marketing technologies to new tools, an increase in the quality of goods, an individual approach to customers and a systematic approach to the organization of companies. In 2024, in Ukraine, we highlight the following groups of marketing technologies: use of the latest IT for advertising, information collection and analysis technology, focus on consumer identity, data protection, and innovations in communications. In particular, mobile marketing is gaining popularity due to the growing number of smartphone users, the active use of video content, and the involvement of bloggers and influencers. An important role is played by social networks, which integrate with e-commerce, facilitating shopping directly through social networks. Artificial intelligence technologies contribute to deep personalization and automation of marketing processes, and voice search stimulates the adaptation of content for conversational search. Custom content and socially responsible marketing increase brand authenticity. Considerable attention is paid to privacy and data protection. Innovative technologies such as AR and VR are changing the perception of information, creating new opportunities for interaction with customers. Conclusions. The development of digitalization in Ukraine and the world introduces new trends in the marketing activities of enterprises. Traditional technologies are being replaced by digital technologies that are more progressive and convenient for consumers. At the same time, enterprises should be clearly aware of the need to segment the market and identify customers who are ready to accept new trends in the use of modern, innovative marketing technologies. The further development of the enterprise depends on the thoughtful work of marketers and correctly defined marketing technologies.

The Dilemma of Achieving "Same Case, Same Sentence" in Cases of "Knowing and Buying Counterfeits" in the Field of Food and Drugs and Its Legal Progress

The frequent disparity in judicial rulings for identical cases of "Knowingly Purchasing Counterfeit Goods" within the food and drug sector has significantly undermined the authority of the law and compromised judicial fairness. An empirical study of 100 randomly selected judicial decisions from Shandong Province reveals that the current level of uniformity in judgments for equivalent cases is less than ideal. To delve deeper into the factors influencing these inconsistencies, this paper conducts an analysis of the suspicion of counterfeit awareness, the burden of proof, and the nature of the appellate case, utilizing the chi-square test for independence. Challenges such as establishing consumer identity, defining fraudulent behavior, and evaluating the standards of food safety are pivotal issues that impede the equitable treatment of knowingly purchasing counterfeit goods within the food and drug sector. In this distinct domain, the act of knowingly purchasing counterfeit goods, despite potential associations with professional racketeering, often yields a more constructive outcome. If it is determined that the parties involved are not engaged in commercial operations, their status as consumers should be acknowledged. When assessing food safety standards, emphasis should be placed on substantive criteria rather than mere formalities. Moreover, the presence of substantial harm should not be a mandatory threshold for the application of punitive damages. Additionally, if an operator fails to fulfill their evidentiary responsibilities or demonstrates "knowledge" of the counterfeit goods, the consumer's claim for compensation should be upheld.

دراسة تحليلية لسلوك المستهلك في الأسواق الحديثة

Quantitative research methods are crucial in understanding consumer behavior in modern markets. These methods involve collecting and analyzing numerical data to uncover patterns, trends, and correlations related to consumer preferences and choices. Researchers can gain insights into consumer identity, values, taste, consumption experiences, and even topics such as invisible brands, material culture, and fetishes in contemporary consumption by utilizing statistical models. Additionally, quantitative research methods allow for the examination of consumer sentiment, brand engagement, and market maven behavior, providing valuable information for marketers and businesses. The application of quantitative research methods in consumer behavior studies not only enhances our understanding of consumer preferences but also enables the integration of past findings with new observations, driving advancements in the field of consumer research. This integration is essential for effectively capturing the dynamic nature of consumer behavior, especially in response to global events and societal changes.

Caring and striving: toward a new consumer identity in the process of consumption reduction

Adoption of sufficiency-oriented lifestyles is an important part of curbing overconsumption, yet many individuals who try to reduce their consumption volumes experience social difficulties. Combining the perspectives of care and sufficiency-oriented lifestyle changes, this article aims to contribute to the understanding of why such social obstacles occur, how they might be counteracted and in what ways social relations instead may facilitate consumption reduction. Starting from an interview study with 25 Swedish consumption reducers, this article builds on a processual theory of consumer identity and the perspective of care to explore how care and consumption are (re)negotiated in the different stages of reduction. The results highlight the different aspects of care involved in consumption reduction – from motivations for change to negotiations toward a more holistic understanding of care – and show that consumption reduction in many ways is an ongoing process of both caring and striving. By emphasizing how care is renegotiated in a gradual construction of a caring consumer identity, this article discusses the importance of maintaining a sensitivity to the multi-faceted nature of care, acknowledging it both as a source of difficulties and as a key driver for sufficiency-oriented lifestyle changes.

National Identity and the Limits of Platform Power in the Global Economy

Abstract Among the defining features of the contemporary global economy are the digital disruption of economic sectors and the accompanying political and regulatory conflicts. Across the world, multinational technology firms have mobilized consumers as a key ally in these conflicts, a critical element of the platform power they wield. In this article, I examine how non-consumer identities can limit the exercise of platform power by such firms. By synthesizing the concept of platform power with research on political consumerism and national identity, I argue that activating national identity can generate opposition to policies favorable to multinational technology firms and, in turn, curtail their ability to appeal to public support. Empirically, this article uses an online, nationally representative survey fielded in Canada. I explore the determinants of support for global regulatory cooperation and the domestic policy status quo, as well as the causal effect of consumer and national identity framing using vignette experiments across three issue areas: banking, telecommunications, and taxation. The findings reveal that activating consumer identities consistently shifts support but the effect of national identity is more variable. This article thus contributes to scholarship on the digital economic transformation and the exercise of business power in the global economy.

Media Censorship and Consumer Identity

Media Censorship and Consumer Identity

Identities without Products: When the Preference for Self-Linked Products Weakens

Abstract Extant literature and common marketing practices converge around the idea that stronger self-links to a brand and its products lead to increased brand loyalty. In this article, we challenge this conventional notion by revealing situations where the preference for self-linked brands diminishes, despite the self-links remaining unchanged. We introduce a key distinction between two types of consumer identities based on whether identity expression relies on specific products: product-dependent (e.g., chef) and product-independent (e.g., foodie). Our theory posits that self-links to products exert less influence on preference when a product-independent identity is prominent. Across five studies examining consumer leisure identities, we find that priming a product-independent (vs. product-dependent) identity reduces preference for self-linked products/brands. Interestingly, it can also enhance preference for negatively self-linked (dissociative) products/brands among materialistic consumers. In a sixth experiment and a real-world Facebook study, we illustrate that the extent to which consumers’ identity is chronically product-independent can be assessed either directly or indirectly from social media interests, allowing for more effective targeting of brand-switching appeals. Adding to the literature on the symbolic role of products in identity expression, our research uniquely investigates the functional role of products in identity expression and its profound impact on product/brand preference.

Feeling younger and acting greener: The impact of subjective age on sustainable consumption

AbstractIt is widely believed that younger generations are at the forefront of sustainability efforts. Given the significance of fostering greater consumer participation in sustainable consumption, this perception prompts an intriguing question: If consumers associate sustainability with younger individuals, can simply instilling a sense of youthfulness increase their engagement in sustainable consumption, regardless of their actual age? Building upon previous research on subjective age—that is, how old one feels—and consumer identity, we propose that consumers will gravitate towards sustainable products when they feel younger than older. This is because such products align well with their perceived age identity, creating a perception of fit. The findings across three studies provide converging evidence that simply making consumers feel younger can result in an increased preference for sustainable products. Study 1 demonstrated that feeling younger increased the selection of more sustainable products over less sustainable ones. Study 2 showed that this effect is mediated by the perceived fit. Study 3 further supported the underlying mechanism by revealing that the focal effect was mitigated when the association between sustainability and younger age was weakened. Study 4 replicated the focal effect in a consequential choice setting. Finally, Study 5 confirmed the proposed effect by using trait subjective age as a predictor.

“I Am Who I Am, But I Am Complicated”: The Mediating Role of Ambivalence on Country of Origin (COO) Between Consumer Self-Positioning and Willingness to Buy

This paper examines the intricate relationship between consumer identity, COO (Country of Origin) perceptions, and purchasing intentions. Utilizing a quantitative approach, it collected survey data from a survey of 521 participants in China, offering a comprehensive view of consumer attitudes and behaviors, by adopting Structural Equation Models. A key finding is the mediating role of ambivalence toward COO in the relationship between consumer self-identity and purchasing willingness. This ambivalence, influenced by factors like nationalism, product quality perceptions, and ethical concerns, divided into animosity and admiration on COO, is shown to influence purchasing propensity. The study underscores the fluid nature of consumer identity, shaped by personal, cultural, and global influences, particularly under globalization where exposure to products from diverse COOs leads to varied responses. Recognizing and strategically responding to this ambivalence can enhance consumer engagement and willingness to buy. This research contributes to global consumer behavior studies by emphasizing the complex interplay between consumer identity, COO perceptions, and purchasing decisions, offering insights for developing effective international marketing strategies.

Understanding online purchase intention of plant-based foods: Exploring causal factors and moderating role of self-efficacy within the SOR theory

This research explored Thai consumers' online purchase intention for plant-based foods (PBFs), investigating factors shaping this intention and the impact of self-efficacy. Conducting surveys on 402 individuals from Bangkok, Thailand, the study employed structural equation modelling (SEM) to analyse relationships among consumer identity, online brand trust, social influence, perceived value, and self-efficacy concerning online purchase intention. Findings revealed significant influences of consumer identity, online brand trust, social influence, and perceived value on online purchase intention, with online brand trust having the most significant direct effect. Additionally, self-efficacy moderated the impact of these factors on online purchase intention. The study's contribution lies in highlighting the role of online brand trust and self-efficacy levels in shaping consumer behaviour, which is crucial for promoting sustainable dietary choices and improving well-being through digital marketing strategies.

Fenomena Thrifting di Pasar Loak Jembatan Item Jatinegara

The phenomenon of thrifting at Pasar Loak Jembatan Item Jatinegara demonstrates the continuity and evolution of frugal shopping practices involving the purchase of second-hand items. This research delineates the long history of thrifting, from the medieval period to the emergence of organizations such as Salvation Army and Goodwill that popularized it in the 19th century. The COVID-19 pandemic has reignited interest in thrifting due to economic pressures prompting people to save on expenses. The research methodology employed is qualitative descriptive, utilizing in-depth interviews and direct observations at Pasar Loak Jembatan Item Jatinegara. The findings reveal that traders employ two main strategies: selling directly at the market and through online platforms. Meanwhile, consumers have diverse motivations, ranging from meeting household needs to a desire to collect unique and antique items. Analysis of Alfred Schutz’s phenomenological theory is used to understand the reasons and goals behind consumer’s choices in thrifting. The researcher finds that each individual has different motives, such as goal motives (In order to motive) and because motives (Because motive), underlying their decisions to engage in thrifting. The conclusion of this research is that the phenomenon of thrifting at Pasar Loak Jembatan Item Jatinegara reflects the evolving and relevant dynamics of consumer culture, adapting to social and economic changes. With the evolution of this practice, the second-hand market becomes a favorite place for people to find affordable items, while traders and consumers continue to adapt to technological advancements and changes in the economic landscape. This study provides valuable insights into how thrifting is not just an economic phenomenon but also reflects the identity and preferences of consumers in a constantly changing shopping culture.

Strategi Pemasaran Berbasis Selfie Untuk Meningkatkan Daya Saing UMKM di Kecamatan Pondok Aren Kota Tangsel

This case study investigates the adoption of selfie-based marketing strategies by Micro, Small, and Medium Enterprises (MSMEs) in the District Pondok Aren, South Tangerang City. The research primarily focuses on the utilization of selfies as branding tools, the personalization of content through Augmented Reality (AR) technology, and the safeguarding of consumer data security. Contrary to viewing selfies merely as a trend, this study identifies them as a crucial element in establishing a robust brand image. The integration of consumer selfies serves as a key strategy for extending consumer identities into the digital sphere, fostering deeper engagement between consumers and brands and cultivating an ongoing emotional connection. AR technology enhances content personalization, enabling consumers to interact with brands via customized facial filters, thereby making the consumer experience more distinctive and relevant. Consumer data security emerges as a vital aspect, underscored by protective measures and transparency to ensure a safe and comfortable interaction environment. By focusing on innovation and aligning with digital marketing trends, this strategy offers practical guidance for MSMEs in the District Pondok Aren.

The Civic Identity of the Ethical Consumer

Ethical consumerism describes market transactions where consumers’ preferences stretch beyond immediate self-interest to prosocial objectives. How such activities relate to more traditional forms of civic engagement (such as giving or activism) remains unclear; as a market-situated activity, ethical consumerism is often omitted from accounts of civic engagement or predicted to erode commitment to civic action. This paper reports findings from an empirical study of the civic identity of the ethical consumer. Using an online survey instrument, the study explores statistical relationships between individuals’ actual participation in ethical consumerism at three sites (Fairtrade, TOMS Shoes and (RED)) and the extent of individuals’ wider civic engagement—both philanthropic (giving, volunteering) and activist (campaigning). It finds evidence of a consistent civic identity that stretches across traditional civic engagement activities and ethical consumerism: the greater an individual’s civic engagement, the more likely they are to engage in ethical consumerism. The current analytic separation of ethical consumerism and civic engagement, therefore, does not capture the experience of individuals who are expanding their prosocial repertoire from the civic sphere to the market sphere; civic engagement cuts across sectors.

Pedagogical relationships in short-term study abroad programmes: exploring the role of consumer identity in collaborative learning among Chinese students in the UK

PurposeThe marketisation of higher education fosters the notion of students as consumers, highlighting the shifting dynamics of student–teacher relationships. This paper aims to contribute to ongoing discussions about students as consumers and their involvement in pedagogical practices. We explore students’ experiences in short-term study abroad (SA) programmes that involve collaborative learning, examining how a consumerism-oriented approach affects students’ perceptions of their pedagogical identities and student–teacher pedagogical relationships.Design/methodology/approachA qualitative exploratory study was conducted to capture students’ rich and subjective perceptions and experiences. The data were gathered through semi-structured interviews with 15 Chinese undergraduate students who participated in a short-term SA programme at a UK university. Following data translation and transcription, a thematic analysis approach facilitated our exploration.FindingsChinese students engage in SA programmes as a strategic investment in personal growth and transformation, with their consumer-oriented identity fostering a mutually beneficial relationship with educators and group members. This consumer mindset appears to enhance active student engagement and, to some extent, create reciprocal student–teacher interactions through power sharing and collaborative involvement.Originality/valueThis study presents empirical data exploring the impact of consumer identity on the dynamics of student–teacher relationships in the SA context. It provides recommendations for implementing pedagogical approaches designed to mediate the influence of consumerism on student engagement, particularly in shaping collaborative student–teacher relationships. This study offers insights for future research on the effects of consumerism in higher education within cross-cultural contexts.