Accessibility navigation

Why your customers’ social identities matter

Champniss, G., Wilson, H.N. and Macdonald, E.K. (2015) Why your customers’ social identities matter. Harvard Business Review, 93 (1/2). pp. 88-96. ISSN 0017-8012

Full text not archived in this repository.

It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing.

Official URL:


The article looks at the role of consumers' social identities in their purchasing decisions, and hence in the creation of effective marketing strategies. It says that people generally belong to multiple social groups, any one of which may have the most salience for them in a given situation. It reports on social psychology research on how a person's connection with a particular social identity can be triggered and discusses the idea in the context of marketing products including the Toyota Prius hybrid-electric automobile, Nescafé instant coffee, and the Jeep all-terrain vehicle. INSET: Lessons of the Stanford Prison Experiment.

Item Type:Article
Divisions:Henley Business School > Marketing and Reputation
ID Code:40076
Publisher:Harvard Business School

University Staff: Request a correction | Centaur Editors: Update this record

Page navigation