Who drives divergence? Identity signaling, outgroup dissimilarity, and the abandonment of cultural tastes.

Berger, Jonah; Heath, Chip

doi:10.1037/0022-3514.95.3.593

Cited by 549Social and Intergroup PsychologyConsumer Behavior in Brand Consumption and IdentificationCultural Differences and Values

Who drives divergence? Identity signaling, outgroup dissimilarity, and the abandonment of cultural tastes.

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Berger, Jonah, Heath, Chip·2008·Journal of Personality and Social Psychology

DOI 10.1037/0022-3514.95.3.593

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Abstract

People often diverge from members of other social groups: They select cultural tastes (e.g., possessions, attitudes, or behaviors) that distinguish them from outsiders and abandon tastes when outsiders adopt them. But while divergence is pervasive, most research on the propagation of culture is based on conformity. Consequently, it is less useful in explaining why people might abandon tastes when others adopt them. The 7 studies described in this article showed that people diverge to avoid signaling undesired identities. A field study, for example, found that undergraduates stopped wearing a particular wristband when members of the "geeky" academically focused dormitory next door started wearing them. Consistent with an identity-signaling perspective, the studies further showed that people often diverge from dissimilar outgroups to avoid the costs of misidentification. Implications for social influence, identity signaling, and the popularity and diffusion of culture are discussed.

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Authors: Berger, J., & Heath, C.
Affiliations: University of Pennsylvania (US)
Stanford University (US)
ORCID: Berger, Jonah
Venue: Journal of Personality and Social Psychology
Publisher: American Psychological Association (APA)
Published: 2008-09
Volume: 95
Issue: 3
Pages: 593-607
ISSN: 0022-3514 (ISSN-L)
1939-1315
DOI: 10.1037/0022-3514.95.3.593
OpenAlex: W2059726439
Cited by: 549
References: 69
Citations by year: 2026: 26 · 2025: 27 · 2024: 40 · 2023: 22 · 2022: 32 · 2021: 86 · 2020: 28 · 2019: 43 · 2018: 27 · 2017: 34 · 2016: 22 · 2015: 37 · 2014: 33 · 2013: 20 · 2012: 18
FWCI: 61.12
Type: journal article
Language: en
Open access: green
repository.upenn.edu
Locations: Journal of Personality and Social Psychology (publishedVersion)
PubMed (publishedVersion)
ScholarlyCommons (University of Pennsylvania) (submittedVersion)
SSRN Electronic Journal (submittedVersion)
Funders: Stanford University
Topics: Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
Keywords: identity signaling, cultural taste, social divergence, cultural diffusion, social influence, misidentification, conformity, material possessions, wristband
MeSH terms: Choice Behavior, Culture, Humans, Individuality, Interpersonal Relations, Prejudice, Social Conformity, Social Desirability, Social Environment, Social Identification, Social Perception

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Who drives divergence? Identity signaling, outgroup dissimilarity, and the abandonment of cultural tastes.

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