Identity based consumer behavior

Key Info

Basic Information

Lehrstuhl für Marketing
Bachelor; Master


The notion that consumers are attracted to products, brands and consumption behaviors that are linked to their social identity is well documented. Although, the effects of identity based behavior have been adressed in recent studies, the existing consumer behavior literature lacks explanations for identity effects on human information processing.
The aim of this project is to investigate identity effects from a cognitive psychology perspective. The primary focus is to generate insights into consumers information processing and attitude formation with regard to identity relevant consumption objects.

Keywords: consumer behavior, social identity, identity marketing, identity based information processing