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Identity-Based Motivation: Constraints and Opportunities in Consumer Research
Sharon Shavitt1, Carlos J Torelli, Jimmy Wong
1University of Illinois at Urbana-Champaign.
Journal of Consumer Psychology : the Official Journal of the Society for Consumer Psychology
|February 18, 2010
Summary
The identity-based motivation model integrates psychology and consumer behavior. It explains how product affordances and cultural identities influence consumer goals and actions.
Area of Science:
- Psychology
- Consumer Behavior
Background:
- The identity-based motivation model (Oyserman, 2009) offers an integrative framework.
- Existing literature in psychology and consumer behavior provides context for this model.
Purpose of the Study:
- To underscore the integrative nature of the identity-based motivation model.
- To illustrate the model's novel elements with research examples.
- To examine how product affordances and cultural identities influence consumer goals.
Main Methods:
- Literature review and commentary.
- Illustrative research examples are used to demonstrate the model's application.
Main Results:
- Product and brand affordances can constrain identity-based motivation.
- Specific cultural identities trigger distinct mindsets and action tendencies in consumers.
- The model provides a framework for understanding consumer goal pursuit.
Conclusions:
- The identity-based motivation model offers a unified perspective on consumer behavior.
- Future research should explore the antecedents of product meanings and relevant identities.
- Understanding these antecedents can enhance marketing strategies and consumer insights.
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