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...
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