The Impact of Social Identity Boost on Marketing Outcomes

摘要

The studies reported here are the first to explore the social identity boost effect, by examining the process through which social identity boost impacts marketing outcomes (attitude and purchase intention) by ways of affective social identity, as well as a relevant boundary condition (boost prototypicality fit). The research further explores the social identity boost paradox, whereby the positive social identity boost effect backfires for consumers low in cognitive social identity, resulting in lower affective social identity and subsequently lower marketing outcomes for an advertised product.