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

The DOI matches its Crossref record; 66 of the 69 references it cites were found in a registry or an index.

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

Open access
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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Research works printed but not linked: 9

  1. Clevstrom, J. & Passariello, C. (2006). No kicks from 'Chavpagne.' The Wall Street Journal, August 18, A11.
  2. Levy, S. J. (1959). Symbols for sale. Harvard Business Review, 33, 117-124.
  3. Mlicki, P., & Ellemers, N., (1996). Being different or being better? National stereotypes and identifications of Polish and Dutch students. European Journal of Social Psychology, 26, 97-114.
  4. Moghaddam, F.M. & Stringer, P. (1988). Outgroup similarity and intergroup bias. Journal of Social Psychology, 128, 105-115.
  5. Mummendey, A., & Schreiber, H. J. (1984). "Different" just means "better": Some obvious and some hidden pathways to ingroup favoritism. British Journal of Social Psychology, 23, 363-368
  6. Rogers, E.M. (1983). Diffusion of Innovations. New York: The Free Press.
  7. Simmell, G. ([1904] 1957). Fashion. American Journal of Sociology, 62, 541-548.
  8. Sproles, G. B. (1985). Behavioral science theories of fashion. In M. R. Solomon (ed.). The Psychology of Fashion (pp. 55-70). Lexington: D. C. Heath/Lexington Books.
  9. Wonacott, P. (2004). China's Buick infatuation: The stodgy American auto is a pre- revolutionary icon for booming middle class. Wall Street Journal, 22 July, B1.

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Metadata

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
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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