...Na Wen; Wenxia Guo Purpose This paper aims to extend and complement research on reference groups by suggesting that two distinct types of dissociative groups – specifically, a near versus distant dissociative group – have differential impacts on consumer choices. While prior research has examined...

...Mohammed El Hazzouri; Sergio W. Carvalho; Kelley Main Purpose This study aims to introduce the concept of dissociative threat, which is the fear of being associated with an undesirable (dissociative) group as a result of demonstrating ability in a domain that is stereotypically linked...

...Miriam McGowan; Louise May Hassan; Edward Shiu Purpose Consumers usually respond favourably to ingroups but negatively to dissociative groups and products linked to dissociative groups, termed the dissociative group effect. Despite important implications for branding, advertising and celebrity...