Identification leads the individual to view the group as an extension of the self such that he or she experiences vicariously the successes and failures of the group (Kagan 1958). The degree to which a social group membership or affiliation affects self-definition can be defined as the strength of the individuals identification with the group. Finally, the implications of the study are discussed. The paper begins with a brief overview of the concept of identification, and then presents hypotheses related to three models of the effects of group similarity and attractiveness on self-definition. We examine this topic within the context of individuals identification with their favorite sports teams. We use research on identification to develop and test hypotheses about the effects of group similarity and attractiveness on the extent to which individuals are psychologically attached to (i.e., identify with) a social group. The present research investigates group characteristics that lead individuals to define themselves as group members and subsequently undertake group-derived consumption behaviors. The impact of voluntary group associations on consumption makes it important to understand why individuals associate with specific groups. In turn, these group affiliations affect a variety of consumption choices ranging from the purchase of clothing which identifies us as a fan of the Dallas Cowboys, to the financial support we give our alma mater, and the neighborhood in which we live. We also choose to become members of political parties, religious organizations, and educational institutions. For example, we select our friends, and perhaps our neighbors and colleagues.
When people are asked to describe "who they are," the answer invariably reflects group associations related to family, work, religious, political, and social organizations.Īlthough we do not have much choice about our membership in groups defined by characteristics such as gender, age, family, and race, we do have options when it comes to many other types of groups. Inded, Tajfel (1982) argues that individuals are unable to form self-images in the absence of social identities derived from group affiliations. Our feelings about ourselves depend on our affiliations with others and the emotional significance of these relationships. Memberships in social groups are fundamental to both self-definition and self-esteem (Tajfel and Turner 1986 Turner 1985, 1982). The results have important theoretical and practical implications for group-related consumption behaviors. Contrary to Kelman (1961), the results suggest that the individuals perceived similarity with the group (rather than group attractiveness) is the most important factor leading to identification. We study this topic within the context of sports fans identification with and support of their favorite sports team. The present research evaluates the effects of two group characteristics (i.e., similarity and attractiveness) on group-derived identities and consumption choices. Fisher, University of Southern California GROUP-DERIVED CONSUMPTION: THE ROLE OF SIMILARITY AND ATTRACTIVENESS IN IDENTIFICATION WITH A FAVORITE SPORTS TEAM Wesley Hutchinson, Provo, UT : Association for Consumer Research, Pages: 283-288.Īdvances in Consumer Research VolPages 283-288 Fisher (1998) ,"Group-Derived Consumption: the Role of Similarity and Attractiveness in Identification With a Favorite Sports Team", in NA - Advances in Consumer Research Volume 25, eds. ABSTRACT - The present research evaluates the effects of two group characteristics (i.e., similarity and attractiveness) on group-derived identities and consumption choices.
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