consumers use products to help them define their identities dissertation

“Political orientation is a really helpful variable because it does seem to predict a lot,” Gosling says. Products help to define and maintain consumers’ self-concept by reinforcing their identities (Berger & Ward, 2010; Birdwell, 1968; Gao etal., 2008; Ward & Broniarczyk, 2011). Researchers developed tailored persuasive messages about recycling that appealed to consumers’ political ideologies. Check out some of our latest brand work here: Sign up to get tiny notes, as well as the occasional big ideas, sent straight to your inbox. The more personal the brand relationship, the stronger the connection becomes. Among the shifts noted by Egan, conservative Republicans were much more likely than liberal Democrats to become born-again Christians and to stop identifying as non-religious. Shoot us an email with the gist and we’ll reach out. — “It’s True: Liberals Like Cats More Than Conservatives Do,” Time, February 2014. Research on political messaging has shown as much, as studies find that conservative policies can gain liberal support when framed in terms of traditionally liberal values, such as empathy, social justice and equality of opportunity. Whether you’re a large company or small business, crafting a brand-driven marketing strategy is one of the most important things you can do for your business. 655 PORTSMOUTH AVEGREENLAND, NH 03840T: 603-430-1110. Political identity has always been a component of consumers’ identity, says Vanitha Swaminathan, a professor of marketing at the University of Pittsburgh. Liberals, on the other hand, are much more low-power distance in that they believe that everybody should be equal, so consumers should be equally placed to give input.”. Pew Research shows Republicans and Democrats have been moving further apart in their political values, as well as approaches to addressing national issues they identify as top government priorities. For example, digital and advertising strategy company Echelon Insights found in 2014 that 93% of political ads on the Golf Channel were for Republican candidates and 94% of the political spots on the E! These appeals significantly affected consumers’ acquisition, use and recycling intentions and behaviors. Successfully branded products make more money for their companies by commanding premium prices. moments instead of in a step-by-step, analytic fashion. In a study of attitudes toward human rights, liberals responded most significantly and were more motivated to act in response to messages framed to emphasize the suffering of victims. People become emotionally attached to the brands they use and view them as part of their self-image. Have a pressing project? The researchers found that conservatives’ desire for luxury goods relates to their goal of maintaining status, based on the idea that conservative political ideology increases the preference for social stability. What allows us to select one peanut butter brand over another or over a generic product? Similarly, Nike sales surged 31% after it released its ad featuring Colin Kaepernick, according to Edison Trends. “There are clear metrics of the ideologies of different markets,” Ordabayeva says. For instance, Gallup polling from 2018 shows that audiences with the strongest conservative leanings include seniors, adults ages 50 to 64, men, residents of the South and adults with no college education, all of whom lean conservative by more than 15 percentage points. Appealing to consumers’ political ideologies by taking a stand on an issue has well-documented successes: In December 2017, Patagonia announced plans to sue the Trump administration in response to the government’s decision to reduce the protection on two national monuments in Utah. For example, Edelman’s 2018 Earned Brand study found that 64% of respondents said that they are buying from or boycotting brands based on the company’s stance on a social or political issue. Political ideologies also predict other traits. It’s just a matter of learning what traits are typical of an ideology, and how brand messaging can speak to them. Identity and ideal are not the same. The study also found that 67% of respondents purchased something for the first time because of the brand’s position on a controversial issue, while 65% said that they would not buy a brand because it stayed silent on an issue it should have addressed. Identity marketing recognizes that customers are more powerfully attracted to products and brands that are linked to their multiple identities. Of course, it’s impossible to individualize anything unless you can establish identity with absolute certainty. Picking a brand helps reduce the clutter, making it easier to find what you are looking for. What shoes do you wear? “There are electoral maps, voting data, in addition to demographic data such as Gallup poll data that can help marketers discern the political beliefs and ideologies of their consumers.”. Conservatives, on the other hand, were more likely to believe that all children need to learn respect for authority. “First, they expect companies to chime in on political issues which they feel strongly about,” she says. The study’s authors wrote that if a marketer wishes to target consumers who do not engage in variety-seeking among different brands—those who are brand loyal—they might target neighborhoods that are politically liberal or advertise in liberal media. To insert themselves deeper into the lives of their target audiences, brands must identify what differentiates them from the competition and communicate that to consumers. — “Rights on the Left and Right: How Ideological Predispositions Affect Human Rights Attitudes,” Joseph Braun. 2. It starts to sound political—and in fact, a growing body of research finds that shopper decisions can be based on the values of voters. Leading brands like Morton are more than just products or services—they evoke memories and emotions associated with quality. It’s how you define yourself more and more.”. It’s the safe and predictable choice because you know what to expect. Analyses of consumer shopping choices use similar language: How did consumers vote with their dollars? “We argue that the reason is that power distance beliefs are quite different between liberals and conservatives. To win votes, politicians must appeal to their constituents’ values. “In political campaigning, you appeal to different types of values, different types of things when trying to get people to vote for you,” says Samuel Gosling, a psychology professor at the University of Texas. That backs up research from Cube, which found that 48 percent of consumers expect brands to know them and recommend products they would like. Although every marketer would love to inspire increased brand loyalty, only a few succeed. (That's Only $12.42/month). Consumer self-expression and personal lifestyle 2.1. Another measurement, one focused on your connection to culture, is far more influential. Brands are important to consumers for their func-tional benefits and their symbolic meaning. Unfortunately, these numbers don’t tell the whole story. When it comes to consumer choices, brands matter. It’s worth following where Republican and Democratic candidates place their ads. Do you pick Morton, or a lower priced store brand? “Given that different geographies and different locations tend to lean politically one way or the other, companies could think about tailoring the positioning and the advertising, the messaging around their products toward superiority versus uniqueness in order to appeal more strongly to the ideological base of the specific market,” says Ordabayeva, in reference to her own research on differentiation signaling. Psychographic segmentation ignores this complexity by assuming the existence of one hat that fits all occasions. “As a result, people use brands both to reassure themselves and to signal others what kind of person they are.”, Bradley and Montgomery, an independent creative agency, coined the Win Share of Culture approach, which defines a metric of influence that extends beyond the basics of likes and shares. These important metrics tell marketers who is talking about them, how often, and how they compare to the competition. People, by nature, generally avoid risk and seek safety. The “Shot on iPhone” campaign is a great example: Users felt like part of a community as they shared their videos, and Apple received free advertising for the improved camera on its new phone. 2. Because of the mission, it’s never about price or quality: It’s about doing what’s right, side by side with the brand. Strong brands give consumers a reason to share their experiences. Brands save decision-making time. Whites, adults with some college education (but no degree) and residents of the Midwest lean conservative by at least 10 points. Marketing researchers are finding that election maps can predict consumer attitudes as much as traditional demographics. You choose a brand. — “How Liberals and Conservatives Respond to Equality-Based and Proportionality-Based Rewards in Charity Advertising,” Younghwa Lee, Sukki Yoon, Young Woo Lee and Marla B. Royne; Journal of Public Policy & Marketing. Their victory typically boils down to one simple reason: They did a better job appealing to the region’s predominant values. Imagine that you’re at the supermarket, looking to buy some salt. Imagine you’re on a business trip in an unfamiliar city, and you need to pick a restaurant for dinner. Transforming Brand Recognition Into Cultural Influence. If the brands they use consistently deliver a positive experience, consumers form an opinion that the brand is trustworthy, which gives them peace of mind when buying. For instance, Pepsi became a heavy hitter in the soda business when it created “The Pepsi Generation” in the 1980s. That reputation as a partner invested in the healthy lifestyles of its clients empowers Fitbit to define the culture of corporate wellness (and rake in the revenue as it does). Defining their tribe takes it to a whole new level. The researchers polled and observed subjects in their tests, but also looked for physical clues in dorm rooms and offices. They were also more likely to be proud of their country’s history and would prefer visiting Times Square than the Metropolitan Museum of Art. To win customers, marketers may well use the same tactics. The brands we use make a statement about who we are and who we want to be. How do you cull the list down to a manageable number of choices? “By choosing a particular brand, a person reaffirms both her own and her tribe’s perception about her desired identity,” says Gavin Johnston, chief strategy officer at Bradley and Montgomery. Is it better quality, the look and feel, or is it the brand’s stature in society? On the other hand, if they wish to target consumers who are open to variety when introducing a new product, the marketer might target politically conservative neighborhoods or advertise in conservative media. “There are clear metrics of the ideologies of different markets,” Ordabayeva says. Another of their studies verified that the results were consistent across income brackets. “For liberals, they were more inclined to like the product if it had user design in it, but conservatives didn’t,” Swaminathan says. As the nation becomes more politically polarized and Americans more entrenched in their views, political ideology may help marketers segment their audience. Another study, published in the Journal of Marketing in September 2018, found political ideology can segment how consumers of luxury products respond to messaging. The survey also found liberals are more likely to prefer cats to dogs and are more willing to try a new restaurant that blended the cuisines of two very different cultures. If more Americans are shifting their identities to match their ideologies, and researchers have found that ideology can predict what messaging will appeal to shoppers, political orientation can serve as a new method of marketing segmentation. What car do you drive? Consumers use products to construct and express desired identities (Belk 1988; Escalas and Bettman 2003, 2005; Kleine, Kleine, and Kernan 1993), and people infer aspects about others (e.g., identities and other preferences) based on their purchase decisions (Calder and Burnkrant 1977; for overviews, see Belk, Bahn, and Mayer 1982; Holman 1981). This loyalty remains strong because Apple puts its consumers at the center of everything it does. “In other words,” Johnston explains, “the brands we choose send a message about who we are in different contexts. Political orientation is associated with problem-solving strategy: In a study, liberals solved significantly more problems through insight and aha! For every pair of shoes purchased, the company donates a pair to someone in need. Identities can be thought of as hats that consumers put on and take off. With the industrial revolution, but particularly in the 20th century, mass production led to overproduction—the supply of goods would grow beyond consumer demand, and so manufacturers turned to planned obsolescence and advertising to manipulate consumer spending. And when Avis took on Hertz with its “We Try Harder” campaign, it turned a profit for the first time in more than a decade. The patterns were consistent whether political ideology was captured by a basic either-or option (“Are you liberal or conservative?”), by a 1 to 9 scale (one being “extremely liberal” and nine being “extremely conservative”) or measured by people’s attitudes toward various political topics (such as views on abortion, gun control, same-sex marriage or illegal immigration). Boosting your cultural connection doesn’t just feel good. Consumers rely on relationships with brands to help define their identities. Whether it’s a good book, a good movie, or a great meal, we become brand advocates when we share positive brand experiences. Conservatives’ bedrooms tended to have more calendars, postage stamps, flags and sports posters. If its customers span the spectrum, a brand can use that demographics data to shape what messaging appears across the country and on different media platforms. The TOMS brand remains at the top of the hip shoe market because of its mission. Annual Membership is Now $149. Why do consumers pay higher prices for brands compared to unbranded or generic products? Consumers rely on relationships with brands to help define their identities. Consumerism is a social and economic order that encourages the acquisition of goods and services in ever-increasing amounts. To increase your share of culture -; and your chances of turning happy customers into true brand loyalists -; follow one of these strategies. Branding helps define—in an instant, with a minimum of thought—what makes your product different and more desirable than comparable products. After all, salt is salt. — “Political conservatism and variety-seeking,” Daniel Fernandes and Naomi Mandel; Journal of Consumer Psychology. Adults ages 18 to 29 lean more liberal than conservative by four points, and adults ages 30 to 49, women and residents of the East lean slightly more liberal. His October 2018 paper used public opinion data collected through the General Social Survey, specifically a cohort of 3,900 people who were interviewed three times for the surveys, starting either in 2006, 2008 or 2010. It's one thing to inspire customers' loyalty. If the brands they use consistently deliver a positive experience, consumers form an opinion that the brand is trustworthy, which gives them peace of mind when buying. It’s probably a combination of each. A 2014 quiz by Time magazine of 220,192 respondents found liberals were more likely to believe, for example, that self-expression is more important than self-control. Creating a strong, differentiated brand is the key to turning prospects into customers. Right? Research on openness to new experiences and conscientiousness found liberals are more open to experience and conservatives tend to be attracted to normality. In a study on charity advertising, researchers found liberals respond more favorably to equality-based rewards, whereas conservatives respond more favorably to proportionality-based rewards. You’re most likely to pick a national restaurant brand over a local one because you’re familiar with the national brand. — “Getting Liberals and Conservatives to Go Green: Political Ideology and Congruent Appeals,” Blair Kidwell, Adam Farmer and David M. Hardesty; Journal of Consumer Research. These consumer-signaling strategies can be used by brands in their market positioning and messaging. Conservatives were more structured and preferred clear answers. What smartphone do you own? “There’s something called identity salience, which is this notion that (asks), ‘How important is a component of who you are to you?’ Lately, it seems to me that people’s political orientation has become a salient part of their identity. She also recommends that marketers consider targeting different outlets. These three strategies provide separate paths to the same destination. Conservatives tended to prefer Ralph Lauren while liberals tended to prefer Urban Outfitters. As Americans cling more strongly to political ideology as identity, there are two ways brands can tap into this segmentation, according to Nailya Ordabayeva, an assistant professor of marketing at Boston College. Photos by Jamie Ramsay, art direction by Vince Cerasani. The inverse is also true, as progressive policies were found to be more appealing to conservatives and moderates when framed in relation to traditionally conservative values such as patriotism, family, the American dream and respect for tradition. What items did they elect? “That’s really what differentiates liberals and conservatives. Sarah Steimer is managing editor of Marketing News. Network were for Democratic candidates. On the other side, adults with postgraduate education were 15 points more liberal than conservative and blacks were nine points more liberal. — “The politics of insight,” Carola Salvi, Irene Cristofori, Jordan Grafman and Mark Beeman; Psychological Science. Brands that become part of consumer identities enjoy higher profits and increased loyalty. In one of Ordabayeva and Fernandes’ studies, they offered participants a choice between a mug with their name and the message “Just Better” or “Just Different.” They found that conservatives were 2.2 times more likely than liberals to choose the “Just Better” mug. It’s targeting by segmentation. “We find that conservatives like signals of superiority because they very much endorse the idea of vertical hierarchical structure being legitimate and a reflection of real differences in individual hard work and character,” Ordabayeva says, “whereas liberals don’t endorse that idea. The campaign accomplished what every identity marketer aspires to do -; bring consumers together with the brand acting as the common denominator. Conservatives have a belief in high-power distance: that organizations are superior, they’re elite and therefore are able to make better decisions and should be in charge of the design of the product. consumers use t heir preferences t owards products (attributes) based on t he f unctional and psychological benefits or risks they w ill acquire (consequences and motivations), in order to Despite conservatives’ greater desire for control, three studies showed conservatism is positively related to variety-seeking. And there’s a lot of flexibility in how you can appeal to those different values with the very same product.”. They are Apple people. This site content may not be copied, reproduced, or redistributed without the prior written permission of the American Marketing Association or its affiliates. But not all brands that take a stance will see an uptick in sales. Looking to make a move in your category? Consumers want comfort, happiness, and satisfaction in their lives, and they get it in part through the products they buy. The use of these insights doesn’t need to be overt: Ideological values can predict how consumers will respond to variations in messaging. Swaminathan and her colleagues found that liberals’ and conservatives’ relationship to power can also guide messaging. Research from Kantar Consulting and BrandZ shows that brands that have a “high positive impact” on individuals’ lives have far greater brand value than those who do not, with one study setting the value at 2.5 times greater than the low-impact competition. A 2018 Gallup poll found that the number of Americans who identify as moderate shrank to 35%, down from 43% in 1992, while the portion of Americans identifying as liberal or conservative grew from 53% in 1992 to 61% in 2018. To them, brands are more than makers of preferred products -; they are extensions of personality. Apple’s classic “I’m a PC / I’m a Mac” campaign shows how brands can reflect the personalities and self-perceptions of their users. So you are in the market for a new HDTV and decide to search Amazon. “That’s where the real traction is, in values,” Gosling says. Wrong. In another of their studies, participants could win a gift card for participation from either Ralph Lauren, which their brand perception pretests showed signals superiority, or Urban Outfitters, which they found signals uniqueness. Marketers already know about share of voice and share of category. Brands offer safety and reduce the risk of disappointment. Their rooms were also neater and better lit. They found liberals perceive greater effectiveness in equality-based rewards for donations based on random drawings, compared with conservatives who felt proportionality-based rewards based on donation amounts were more effective. Consumers want comfort, happiness, and satisfaction in their lives, and they get it in part through the products they buy. An avalanche of hot takes and deep dives follows any major election, when reporters and pundits examine how exactly a candidate won. Liberals’ bedrooms had a greater variety of books, more CDs and a greater variety of music, along with more art supplies, cultural memorabilia and maps of other countries. It’s the exact type of audience insight that could make a marketer salivate. “I would expect elections to increase the salience of one’s political identity and thus the effect to be stronger around election days,” says David Dubois, a professor of marketing at INSEAD and co-author of the study on status messaging for luxury goods. According to research published in Harvard Business Review, 64 percent of consumers say “shared values” are the top reason they enter a relationship with a brand. Conservatives were more likely to feel motivated when the information is framed by graphic visual imagery of human rights abuse. This idea is based on social psychology research that found people have a fundamental desire to showcase their identity to others. Growing political polarization may explain why ideology has become such a salient part of American identities. In fact, upon activating status maintenance in study participants who identified as strongly conservative, these consumers were willing to pay $109.80 on average for a set of headphones, compared with those with weak conservative views who were only willing to pay $65.10. Liberal Democrats, on the other hand, were much more likely than conservative Republicans to leave religion and stop describing themselves as born-again. No brand does this better than Fitbit, which leveraged its reach in the consumer world to become the go-to provider of office wellness plans. Consumers expect that when they log on, the brands they interact with will know them in the same way that their Netflix account and their Spotify playlist does. Ordabayeva provided two examples in an article for Harvard Business Review: Mercedes-Benz catered to consumers who wanted to show their superior qualities and positions with its “A Class Ahead” tagline, while ad slogans such as Apple’s “Think Different” speak to consumers wishing to highlight their uniqueness. His own research from 2008, published in Political Psychology, found liberals to generally be more open-minded, creative, curious and novelty-seeking, while conservatives were found to be more orderly, conventional and better organized. — “The Secret Lives of Liberals and Conservatives: Personality Profiles, Interaction Styles, and the Things They Leave Behind,” Dana R. Carney, John T. Jost, Samuel D. Gosling and Jeff Potter; Political Psychology. 2009). The wellness company owns the culture of healthy living at work. © 2020 American Marketing Association. All Rights Reserved. Each time the survey was conducted, respondents were asked to rank themselves on a seven-point ideological scale, then asked questions about their identities related to, for example, their heritage or religious beliefs. If more Americans are shifting their identities to match their ideologies, and researchers have found that ideology can predict what messaging will appeal to shoppers, political orientation can serve as a new method of marketing segmentation. Apple customers aren’t just people who buy Apple products. The companies that understand that relationship and leverage it to their advantage are better able to position themselves as part of the cultural landscape. “There is also a more subtle and perhaps more pervasive way in which political ideology can impact consumption,” says Ordabayeva. Some people define themselves by taking sides in brand wars. According to e-commerce and analytic company Slice Intelligence (now Rakuten Intelligence), Patagonia sales were 7% stronger the week of the statement than they were the previous week—a week that included Cyber Monday. In our increasingly social world, we have more opportunities than ever to spread the benefit of our experiences. There’s proof that as Americans have become more polarized in their politics, they’ve begun pulling their identities with them. (That's Only $12.42/month):Check out this week's perk exclusively for members. You type in “HDTV” and get 101,685 results. Ordabayeva’s research, published in August 2018 in the Journal of Consumer Research, used seven studies to illustrate how political ideology influences consumers’ preferences for how they differentiate themselves. The research, published in the Journal of Marketing in February, targeted conservatives and liberals on Facebook to find that power-distance beliefs play a role in consumers’ preference of user-designed products. It’s a simple, effective model, and TOMS keeps the initiative at the forefront of all its branding to remind consumers why this brand deserves their business more than any other. Each boosts your cultural connection in its own way, inspiring consumers to follow a brand for reasons beyond products. Fitbit does more than provide its signature wristbands to business clients. Try transforming the consumer’s association with your brand into a journey of self-improvement. They used messages related to individualizing foundations for liberals, based on fairness and avoiding harm to others, and the binding foundation for conservatives, based on duty and an obligation to adhere to authority. “Increasingly, this is going to be an important part of how people define themselves,” Swaminathan says. They can also run the risk of coming across as inauthentic or opportunistic (see: Pepsi’s Kendall Jenner commercial). Consumers pay a premium for Morton because, over time, the brand has created a perception of quality, consistency, and trust. “My work falls within the second line of influences, of the implicit impact of ideology on consumer shopping behavior that has nothing to do with politics.”. Someone with a Samsung phone might have a Dell laptop and a Lenovo tablet, but an iPhone owner probably uses a MacBook and an iPad, too. Annual Membership is Now $149. Any grocery store aisle has more product options than anyone can reasonably consider purchasing. She may be reached at ssteimer@ama.org or on Twitter at @sarah_steimer. Brands in every industry have fan bases, but no brand has inspired a consumer identity quite like Apple. Their self-identity and to project a desired image about their lifestyle subjects in their lives, and you need pick... Or is it better quality, the stronger the connection becomes three strategies provide separate paths the... Based on social psychology research that found people have a fundamental desire to showcase their identity others... Statement about who we want to be owns the culture of healthy living at.! ” in the market for a new HDTV and decide to search Amazon products make more for. Of consumer psychology because it does conservatives, on the Left and Right: how did vote! Votes, politicians must appeal to those different values with the gist and we ’ ll reach out its way! Increasingly social world, we have more opportunities than ever to spread the benefit of our experiences their symbolic.. 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