All Outputs (6)

They’re not my people: When inclusive marketing backfires (2025)
Journal Article
Hassan, L. M., McGowan, M., & Shiu, E. (2025). They’re not my people: When inclusive marketing backfires. Journal of the Academy of Marketing Science, 53, 563-587. https://doi.org/10.1007/s11747-025-01105-5

Brands are under increasing pressure to champion customer diversity, equity, and inclusion, but do customers always appreciate such efforts? Drawing on identity literature, we investigate when customer diversity initiatives (CDIs) backfire and propos... Read More about They’re not my people: When inclusive marketing backfires.

Examining the effect of group prototypes and divergent strength of identification on the effectiveness of identity appeals (2022)
Journal Article
McGowan, M., Hassan, L. M., & Shiu, E. (2022). Examining the effect of group prototypes and divergent strength of identification on the effectiveness of identity appeals. European Journal of Marketing, 56(3), 817-839. https://doi.org/10.1108/ejm-04-2020-0260

Purpose
Past research argues that identity-linking messages must use established descriptors of the social group (i.e. prototypical identity appeals) to be effective. The authors show that less established descriptors (i.e. identity-linking messages... Read More about Examining the effect of group prototypes and divergent strength of identification on the effectiveness of identity appeals.

The Usefulness of the Social Identity Approach to Social Marketing (2021)
Book Chapter
McGowan, M., & Hassan, L. M. (2021). The Usefulness of the Social Identity Approach to Social Marketing. In C. Strong (Ed.), Ethical Approaches to Marketing: Positive Contributions to Society (17-38). De Gruyter Oldenbourg. https://doi.org/10.1515/9783110659566-002

Relieving the regret for maximizers: The role of construal level across comparable and non-comparable choice sets (2019)
Journal Article
Hassan, L. M., Shiu, E., & McGowan, M. (2019). Relieving the regret for maximizers: The role of construal level across comparable and non-comparable choice sets. European Journal of Marketing, 54(2), 282-304. https://doi.org/10.1108/ejm-03-2018-0200

Purpose
Prior research consistently found maximizers to experience greater regret over their choice than satisficers. Moreover, research also found maximizers to be trapped in a “maximization-regret-maximization” cycle. This paper aims to assess the... Read More about Relieving the regret for maximizers: The role of construal level across comparable and non-comparable choice sets.

Solving dissociative group effects using construal level theory (2019)
Journal Article
McGowan, M., Hassan, L. M., & Shiu, E. (2020). Solving dissociative group effects using construal level theory. European Journal of Marketing, 54(1), 212-237. https://doi.org/10.1108/ejm-07-2018-0468

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 e... Read More about Solving dissociative group effects using construal level theory.

The influence of social identity on value perceptions and intention (2016)
Journal Article
McGowan, M., Shiu, E., & Hassan, L. M. (2017). The influence of social identity on value perceptions and intention. Journal of Consumer Behaviour, 16(3), 242-253. https://doi.org/10.1002/cb.1627

Despite much research on consumers' brand identification, researchers remain divided regarding the conceptualization of the dimensions underlying social identity and how these dimensions impact marketing outcome variables. Further, previous studies h... Read More about The influence of social identity on value perceptions and intention.