The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. The Handbook explores [1] what makes an identity come to mind [2] what creates strong associations between identities and products [3] how consumers use brands to verify who they are or want to become [4] how consumption enhances or resolves conflict amongst identities and [5] how marketing and consumption becomes particularly relevant to particular identities. Each of these five principles are fully analyzed by a who's who of world-class international marketing scholars. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers. Contributors include: J. Angle, K. Aquino, J.J. Argo, A. Barasch, D.A. Briley, L.N. Chaplin, S. Chen, N.V. Coleman, S. Connors, S.W. Dagogo-Jack, D.W. Dahl, S. Danziger, K.G. DeMarree, K. Diehl, S.L. Dommer, L. Dunn, K.M. Durante, J. Edson Escalas, I. Gallo, T. Gaustad, M. Graso, L. Grewal, V. Griskevicius, G.R. Henderson, T. Hill, K.C. Husemann, G.V. Johar, A.C. Jones, K. Jung, K.L. Kettle, C. Lamberton, J. Laran, C. Lelchuk, E. Leung, T.M. Lowrey, B. McFerran, R. Mehta, A.C. Morales, H. Nikolova, E. Ok, J.G. Olson, G. Paolacci, A.W. Perkins, S. Puntoni, T. Rank-Christman, R. Scott, J. Shang, L.J. Shrum, B. Simpson, K. Spangenberg, A.T. Stephen, L. Weiss, S.C. Wheeler, K. White, K. Wilcox, K.P. Winterich, L. Xu, G. Zauberman

Table of Contents:
Contents: Introduction: the long and winding road to understanding identity theory and marketing 1 Americus Reed II and Mark Forehand Quick chapter overviews 7 PART I THE IDENTITY SALIENCE PRINCIPLE 1 Identity salience: understanding when identity affects consumption 30 Keri L. Kettle 2 Nobody has to lose: introducing the concurrent identity and goal activation (CIGA) framework 44 Juliano Laran 3 An evolutionary approach to identity research 57 Aziza C. Jones, Kristina M. Durante and Vladas Griskevicius 4 How signaling motives and identity salience influence luxury consumption 72 Keith Wilcox 5 The role of identity salience in creative thinking 85 Ravi Mehta, Lidan Xu and Darren W. Dahl 6 Branding virtuous victimhood: how activating the salience of a consumer’s moral identity motivates resource transfers to victim groups 97 Maja Graso, Karl Aquino and Ekin Ok PART II THE IDENTITY ASSOCIATION PRINCIPLE 7 Implicit egocentrism in consumer behavior 112 Scott Connors and Andrew W. Perkins 8 Reminiscing on self‒brand connections: differentiating experiential versus symbolic origins 125 Jennifer Edson Escalas, Iñigo Gallo and Tarje Gaustad 9 Ownership and identity: a cognitive perspective 141 Gita Venkataramani Johar, Jaeyeon Chung and Liad Weiss 10 Temporal identity and the pursuit of self-enhancement 158 Sokiente W. Dagogo-Jack 11 A framework for considering dissociative identity effects in consumption 172 Bonnie Simpson, Lea Dunn and Katherine White PART III THE IDENTITY VERIFICATION PRINCIPLE 12 Identity and compensatory consumption 186 Derek D. Rucker and Christopher Cannon 13 Associations matter: revisiting the threat typology model 199 Katie Spangenberg and Justin Angle 14 Memory pointers and identity 212 Gal Zauberman, Kristin Diehl and Alixandra Barasch 15 Identity, personal continuity and psychological connectedness across time and over transformation 225 Oleg Urminsky and Daniel Bartels 16 How technology shapes identity-based consumer behavior 240 Eugina Leung, Gabriele Paolacci and Stefano Puntoni 17 Identity verification through pain in extraordinary consumer experiences 255 Rebecca Scott, Katharina C. Husemann and Tim Hill 18 The creation of identity and brand meaning: the automatic versus creative use of mental models in language 270 Colette Lelchuk, Marianne Gordon, Torsten Ringberg and David Luna PART IV THE IDENTITY CONFLICT PRINCIPLE 19 The role of self-structure in managing identity conflict 285 Karen Page Winterich, Nicole Verrochi Coleman and Sara Loughran Dommer 20 Causal beliefs in the self-concept and identity-based consumption 298 Stephanie Y. Chen 21 No (wo)man is an island: dyadic decision-making and identity conflict 313 Hristina Nikolova and Cait Lamberton 22 Cultural identities in the era of globalization: implications for consumer behavior 332 Carlos J. Torelli and Hyewon Oh 23 Prevalence, antecedents and consequences of actual‒desired attitude discrepancies 346 S. Christian Wheeler and Kenneth G. DeMarree PART V THE IDENTITY RELEVANCE PRINCIPLE 24 Religious identity in marketing 361 Joseph E. Barbour, Naomi Mandel and Adam B. Cohen 25 Political ideology: basis for a dynamic social identity 374 Donnel A. Briley, Kiju Jung and Shai Danziger 26 Identity in the digital age 388 Lauren Grewal and Andrew T. Stephen 27 The role of identity relevance in the retail environment 404 Jennifer Argo 28 Identity and charitable giving: the six-self framework 417 Jen Shang 29 Children’s materialism and identity development 434 Lan Nguyen Chaplin, L.J. Shrum and Tina M. Lowrey 30 Identity-based perceptions of others’ consumption choices 448 Jenny G. Olson, Brent McFerran, Andrea C. Morales and Darren W. Dahl 31 When do identity-relevant symbols backfire? An exploration of identity-symbolic fixed and malleable connotations 462 Tracy Rank-Christman and Geraldine Rosa Henderson Index 475