Article2006

To Be or Not Be? The Influence of Dissociative Reference Groups on Consumer Preferences

459 citations0/0 files storedJournal of Consumer Psychology

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Consumer Behavior in Brand Consumption and Identification Media, Gender, and Advertising Consumer Perception and Purchasing Behavior

Abstract

The current research explores the effects of dissociative reference groups on consumer preferences. Males had more negative evaluations of, and were less inclined to choose, a product associated with a dissociative (i.e., female) reference group than a neutral product (Study 1). This finding was moderated by whether the product was consumed in public or private (Study 2) and public self‐consciousness (Study 3). We suggest the mechanism underlying our effects is a desire to present a positive self‐image to others. The role of dissociative reference groups in marketing communications is discussed.

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References

1956The Presentation of Self in Everyday Life.2023The Presentation of Self in Everyday Life 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1982Self-Concept in Consumer Behavior: A Critical Review 1982Reference Group Influence on Product and Brand Purchase Decisions 2003You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands 1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep 1991Handbook of consumer behavior

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