Publications
Publications
- Forthcoming
- Journal of the Association for Consumer Research
Calculators for Women: When Identity-Based Appeals Backfire
By: Tami Kim, Kate Barasz, Leslie John and Michael I. Norton
Abstract
From “Chick Beer” to “Dryer Sheets for Men,” identity-based labeling is frequently deployed by marketers to appeal to specific target markets. Yet such identity appeals can backfire, alienating the very consumers they aim to attract. We theorize and empirically demonstrate in five studies that identity appeals lead to consumer avoidance when they evoke a stereotype about a marginalized identity: females in Studies 1-3, racial minorities in Studies 4 and 5. We identify categorization threat—the feeling of being unwillingly categorized as (and reduced to) a single identity—as a critical driver underlying consumer reactions to identity appeals. The negative impact of identity appeals is mitigated in situations in which categorization threat is less likely to be activated: (a) when multiple identities are evoked, preventing consumers from feeling reduced to a single identity, and (b) when targeting by identity is seen as necessary for differentiating product offerings.
Keywords
Citation
Kim, Tami, Kate Barasz, Leslie John, and Michael I. Norton. "Calculators for Women: When Identity-Based Appeals Backfire." Journal of the Association for Consumer Research (forthcoming).