Edited by Americus Reed II, Professor of Marketing, The Wharton School, University of Pennsylvania and Mark Forehand, Professor of Marketing, The Foster School of Business, University of Washington, US

'Understanding the relationship between consumption and identity is a cornerstone of recent consumer research, providing a crucial tool for examining the meaning of consumption and its multiple critical roles in consumers' lives. Reed and Forehand have provided an extremely useful conceptual framework and assembled an outstanding set of authors and compelling chapters detailing the most current ideas, theories, and findings on identity and consumption. This book is an absolute must for any consumer researcher interested in identity!'--James R. Bettman, Duke University, US

• Contents:Introduction: the long and winding road to understandingidentity theory and marketing 1Americus Reed II and Mark ForehandQuick chapter overviews 7PART I THE IDENTITY SALIENCE PRINCIPLE1 Identity salience: understanding when identity affectsconsumption 30Keri L. Kettle2 Nobody has to lose: introducing the concurrent identity andgoal activation (CIGA) framework 44Juliano Laran3 An evolutionary approach to identity research 57Aziza C. Jones, Kristina M. Durante and Vladas Griskevicius4 How signaling motives and identity salience influence luxuryconsumption 72Keith Wilcox5 The role of identity salience in creative thinking 85Ravi Mehta, Lidan Xu and Darren W. Dahl6 Branding virtuous victimhood: how activating the salience of aconsumer’s moral identity motivates resource transfers to victimgroups 97Maja Graso, Karl Aquino and Ekin OkPART II THE IDENTITY ASSOCIATION PRINCIPLE7 Implicit egocentrism in consumer behavior 112Scott Connors and Andrew W. Perkins8 Reminiscing on self‒brand connections: differentiatingexperiential versus symbolic origins 125Jennifer Edson Escalas, Iñigo Gallo and Tarje Gaustad9 Ownership and identity: a cognitive perspective 141Gita Venkataramani Johar, Jaeyeon Chung and Liad Weiss10 Temporal identity and the pursuit of self-enhancement 158Sokiente W. Dagogo-Jack11 A framework for considering dissociative identity effects inconsumption 172Bonnie Simpson, Lea Dunn and Katherine WhitePART III THE IDENTITY VERIFICATION PRINCIPLE12 Identity and compensatory consumption 186Derek D. Rucker and Christopher Cannon13 Associations matter: revisiting the threat typology model 199Katie Spangenberg and Justin Angle14 Memory pointers and identity 212Gal Zauberman, Kristin Diehl and Alixandra Barasch15 Identity, personal continuity and psychologicalconnectedness across time and over transformation 225Oleg Urminsky and Daniel Bartels16 How technology shapes identity-based consumer behavior 240Eugina Leung, Gabriele Paolacci and Stefano Puntoni17 Identity verification through pain in extraordinary consumerexperiences 255Rebecca Scott, Katharina C. Husemann and Tim Hill18 The creation of identity and brand meaning: the automaticversus creative use of mental models in language 270Colette Lelchuk, Marianne Gordon, Torsten Ringberg andDavid LunaPART IV THE IDENTITY CONFLICT PRINCIPLE19 The role of self-structure in managing identity conflict 285Karen Page Winterich, Nicole Verrochi Coleman andSara Loughran Dommer20 Causal beliefs in the self-concept and identity-basedconsumption 298Stephanie Y. Chen21 No (wo)man is an island: dyadic decision-making andidentity conflict 313Hristina Nikolova and Cait Lamberton22 Cultural identities in the era of globalization: implications forconsumer behavior 332Carlos J. Torelli and Hyewon Oh23 Prevalence, antecedents and consequences of actual‒desiredattitude discrepancies 346S. Christian Wheeler and Kenneth G. DeMarreePART V THE IDENTITY RELEVANCE PRINCIPLE24 Religious identity in marketing 361Joseph E. Barbour, Naomi Mandel and Adam B. Cohen25 Political ideology: basis for a dynamic social identity 374Donnel A. Briley, Kiju Jung and Shai Danziger26 Identity in the digital age 388Lauren Grewal and Andrew T. Stephen27 The role of identity relevance in the retail environment 404Jennifer Argo28 Identity and charitable giving: the six-self framework 417Jen Shang29 Children’s materialism and identity development 434Lan Nguyen Chaplin, L.J. Shrum and Tina M. Lowrey30 Identity-based perceptions of others’ consumption choices 448Jenny G. Olson, Brent McFerran, Andrea C. Morales andDarren W. Dahl31 When do identity-relevant symbols backfire? An explorationof identity-symbolic fixed and malleable connotations 462Tracy Rank-Christman and Geraldine Rosa HendersonIndex 475

Edited by Americus Reed II, Professor of Marketing, The Wharton School, University of Pennsylvania and Mark Forehand, Professor of Marketing, The Foster School of Business, University of Washington, US

'Understanding the relationship between consumption and identity is a cornerstone of recent consumer research, providing a crucial tool for examining the meaning of consumption and its multiple critical roles in consumers' lives. Reed and Forehand have provided an extremely useful conceptual framework and assembled an outstanding set of authors and compelling chapters detailing the most current ideas, theories, and findings on identity and consumption. This book is an absolute must for any consumer researcher interested in identity!'--James R. Bettman, Duke University, US

• Contents:Introduction: the long and winding road to understandingidentity theory and marketing 1Americus Reed II and Mark ForehandQuick chapter overviews 7PART I THE IDENTITY SALIENCE PRINCIPLE1 Identity salience: understanding when identity affectsconsumption 30Keri L. Kettle2 Nobody has to lose: introducing the concurrent identity andgoal activation (CIGA) framework 44Juliano Laran3 An evolutionary approach to identity research 57Aziza C. Jones, Kristina M. Durante and Vladas Griskevicius4 How signaling motives and identity salience influence luxuryconsumption 72Keith Wilcox5 The role of identity salience in creative thinking 85Ravi Mehta, Lidan Xu and Darren W. Dahl6 Branding virtuous victimhood: how activating the salience of aconsumer’s moral identity motivates resource transfers to victimgroups 97Maja Graso, Karl Aquino and Ekin OkPART II THE IDENTITY ASSOCIATION PRINCIPLE7 Implicit egocentrism in consumer behavior 112Scott Connors and Andrew W. Perkins8 Reminiscing on self‒brand connections: differentiatingexperiential versus symbolic origins 125Jennifer Edson Escalas, Iñigo Gallo and Tarje Gaustad9 Ownership and identity: a cognitive perspective 141Gita Venkataramani Johar, Jaeyeon Chung and Liad Weiss10 Temporal identity and the pursuit of self-enhancement 158Sokiente W. Dagogo-Jack11 A framework for considering dissociative identity effects inconsumption 172Bonnie Simpson, Lea Dunn and Katherine WhitePART III THE IDENTITY VERIFICATION PRINCIPLE12 Identity and compensatory consumption 186Derek D. Rucker and Christopher Cannon13 Associations matter: revisiting the threat typology model 199Katie Spangenberg and Justin Angle14 Memory pointers and identity 212Gal Zauberman, Kristin Diehl and Alixandra Barasch15 Identity, personal continuity and psychologicalconnectedness across time and over transformation 225Oleg Urminsky and Daniel Bartels16 How technology shapes identity-based consumer behavior 240Eugina Leung, Gabriele Paolacci and Stefano Puntoni17 Identity verification through pain in extraordinary consumerexperiences 255Rebecca Scott, Katharina C. Husemann and Tim Hill18 The creation of identity and brand meaning: the automaticversus creative use of mental models in language 270Colette Lelchuk, Marianne Gordon, Torsten Ringberg andDavid LunaPART IV THE IDENTITY CONFLICT PRINCIPLE19 The role of self-structure in managing identity conflict 285Karen Page Winterich, Nicole Verrochi Coleman andSara Loughran Dommer20 Causal beliefs in the self-concept and identity-basedconsumption 298Stephanie Y. Chen21 No (wo)man is an island: dyadic decision-making andidentity conflict 313Hristina Nikolova and Cait Lamberton22 Cultural identities in the era of globalization: implications forconsumer behavior 332Carlos J. Torelli and Hyewon Oh23 Prevalence, antecedents and consequences of actual‒desiredattitude discrepancies 346S. Christian Wheeler and Kenneth G. DeMarreePART V THE IDENTITY RELEVANCE PRINCIPLE24 Religious identity in marketing 361Joseph E. Barbour, Naomi Mandel and Adam B. Cohen25 Political ideology: basis for a dynamic social identity 374Donnel A. Briley, Kiju Jung and Shai Danziger26 Identity in the digital age 388Lauren Grewal and Andrew T. Stephen27 The role of identity relevance in the retail environment 404Jennifer Argo28 Identity and charitable giving: the six-self framework 417Jen Shang29 Children’s materialism and identity development 434Lan Nguyen Chaplin, L.J. Shrum and Tina M. Lowrey30 Identity-based perceptions of others’ consumption choices 448Jenny G. Olson, Brent McFerran, Andrea C. Morales andDarren W. Dahl31 When do identity-relevant symbols backfire? An explorationof identity-symbolic fixed and malleable connotations 462Tracy Rank-Christman and Geraldine Rosa HendersonIndex 475