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Keywords: Cognitive social identity
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Journal Articles
Examining the effect of group prototypes and divergent strength of identification on the effectiveness of identity appeals
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (3): 817–839.
Published: 18 March 2022
.... Consumers predominantly high in affective/cognitive social identity prefer identity-linking messages that are low/high in prototypicality. An abstract mindset reverses these effects by encouraging a similarity focus. Research limitations/implications Future work should identify potential boundary...
