Rao, Hayagreeva; Qingyuan Yue, Lori; Ingram, Paul - In: Categories in markets : origins and evolution, (pp. 235-253). 2010
Identity movements rely on a shared “we-feeling” among a community of participants. In turn, such shared identities are possible when movement participants can self-categorize themselves as belonging to one group. We address a debate as to whether community diversity enhances or impedes such...