Playing It Safe: Susceptibility to Normative Influence and Protective Self-Presentation

Say the right thing : apologies, reputability, and punishment

Wooten, David B., (2009)

Activating the Self-Importance of Consumer Selves: Exploring Identity Salience Effects on Judgments

Reed II, Americus, (2004)

FIELDWORK - The Complexity of Identity - Unlike static demographic and psychographic techniques, identity marketing taps into the multi-layered and fluid nature of who customers are and who they want to be.

Reed II, Americus, (2005)