Customized assembly occurs when a consumer makes customization decisions and participates in the construction or modification of a product. While customization increases satisfaction with the end-product, less is known about the utility derived from the assembly effort. Three studies show that...

Consumers prefer brands positioned around identities they possess. Accordingly, the consumer identity literature emphasizes the importance of a clear fit between brands and target identities, suggesting that identity marketing that explicitly links brands to consumer identity should be most...

How do consumers reconcile conflicting motives for social group identification and individual uniqueness? Four studies demonstrate that consumers simultaneously pursue assimilation and differentiation goals on different dimensions of a single choice: they assimilate to their group on one...

We propose that consumers often make choices that diverge from those of others to ensure that they effectively communicate desired identities. Consistent with this identity-signaling perspective, four studies illustrate that consumers are more likely to diverge from majorities, or members of...

Assortment size has been shown to influence whether consumers make a choice, but could it also influence what they choose? Five studies demonstrate that because choosing from larger assortments is often more difficult, it leads people to select options that are easier to justify. Virtues and...

This research examines how identity-based interventions can improve consumer health. Results of laboratory and field experiments reveal that associating risky health behaviors with a social identity people do not want to signal can contaminate the behaviors and lead consumers to make healthier...