Academic Review
Academic Article Review
Jessica Peleck
Marketing Management MBA 545
September 14, 2014
Dr Dave Hinkes
Abstract Choosy moms choose Jiff; this is identity marketing at its finest. A marketing message often appears as the article When Identity Marketing Backfires: Consumer Agency in Identity Expression states to consumers based on a products identity. They gave the example of Jiff peanut butter targeting mothers with the catch phrase or slogan “choosy moms choose jiff” they gave others as well such as DirecTV, and Chevrolet. “Compared to messages that merely reference consumer identity, messages that explicitly define identity expression reduce purchase likelihood, despite more clearly conveying identity relevance. These findings highlight the need to consider consumers’ need for agency in addition to their drive for self-definition and expression through consumption, offering a foundation to examine both the risks and the rewards of identity marketing,” (Bhattacharjee, Berger, & Menon. 2014, p. 1). Looking at identity marketing and when it backfires compared to how a consumer makes a purchase and then lastly looking at the similarity between these subjects and negotiation.
Academic Article Review
In the article When Identity Marketing Backfires: Consumer Agency in Identity Expression “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 effective. In contrast, five studies demonstrate that explicit identity marketing messages can backfire. Messages that explicitly connect a particular brand to consumer identity increase the salience of external determinants of behavior, reducing consumers’ perceptions of agency in identity expression,” (Bhattacharjee, Berger, & Menon. 2014, p. 1). A marketing message often
Jessica Peleck
Marketing Management MBA 545
September 14, 2014
Dr Dave Hinkes
Abstract Choosy moms choose Jiff; this is identity marketing at its finest. A marketing message often appears as the article When Identity Marketing Backfires: Consumer Agency in Identity Expression states to consumers based on a products identity. They gave the example of Jiff peanut butter targeting mothers with the catch phrase or slogan “choosy moms choose jiff” they gave others as well such as DirecTV, and Chevrolet. “Compared to messages that merely reference consumer identity, messages that explicitly define identity expression reduce purchase likelihood, despite more clearly conveying identity relevance. These findings highlight the need to consider consumers’ need for agency in addition to their drive for self-definition and expression through consumption, offering a foundation to examine both the risks and the rewards of identity marketing,” (Bhattacharjee, Berger, & Menon. 2014, p. 1). Looking at identity marketing and when it backfires compared to how a consumer makes a purchase and then lastly looking at the similarity between these subjects and negotiation.
Academic Article Review
In the article When Identity Marketing Backfires: Consumer Agency in Identity Expression “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 effective. In contrast, five studies demonstrate that explicit identity marketing messages can backfire. Messages that explicitly connect a particular brand to consumer identity increase the salience of external determinants of behavior, reducing consumers’ perceptions of agency in identity expression,” (Bhattacharjee, Berger, & Menon. 2014, p. 1). A marketing message often
References: Bhattacharjee, A., Berger, J., & Menon, G. (2014). When identity marketing backfires: Consumer agency in identity expression. Journal Of Consumer Research, 41(2), 294-309. Thompson, L. L. (2012). The mind and heart of the negotiator. New Jersey: Pearson.