When Identity Marketing Backfires: Consumer Agency in Identity Expression

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Evolution of Consumption: A Psychological Ownership Framework (2020, background): “Identity marketing strategies, such as emphasizing associations or the fit between digital goods and salient consumer identities (e.g., trendiness or sustainability) may be particularly effective (Bhattacharjee, Berger, and Menon 2014).”
When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest (2019, background): “This research thus adds to research showing that identity consistency can have marketing-relevant costs (Bhattacharjee, Berger, and Menon 2014).”
Brands as Rivals: Consumer Pursuit of Distinctiveness and the Role of Brand Anthropomorphism (2018, methodology): “Following prior work (Bhattacharjee et al. 2014), participants’ need for agency was operationalized as reactance to compliance and resistance to influence from others and measured with the sixitem reactance scale, adopted from Hong and Faedda (1996). A factor analysis with a varimax rotation reveale”
Consumers and Artificial Intelligence: An Experiential Perspective (2020, unknown): “When this happens, group identity appeals may backfire if they are believed to threaten individual agency (Bhattacharjee, Berger, and Menon 2014).”