This dissertation examines the power of similar brand preferences to bring individuals together to have a conversation about social issues. Results across eleven studies reveal that people are more willing to discuss social issues with a stranger who shares (vs. does not share) their brand preferences. This is because they think those with similar brand preferences—but not those with other types of similarities—also hold similar personal values, and thus opinions on social issues, as them.
This perception of shared opinions makes people more willing to engage in conversations with this stranger, because it overcomes the barrier of potential disagreement. The effect of brand preference similarity on willingness to discuss overcomes the effect of demographic dissimilarity and topic controversiality. This effect also persists when individuals learn that their conversation partner disagrees with them on a social issue, as long as the inference of generally shared values can hold. It attenuates when the inference on shared values is negated. After people engage in a real conversation, their opinions on the social issue converge with those of their conversation partner, especially if they believe their conversation partner shares their brand preferences.
How does strangers connecting through shared brand preferences affect the brand? First, consumers have higher purchase intentions for their favorite brand after discussing a social issue with someone who shares (vs. does not share) their brand preferences. In addition, online brand communities, where people with shared brand preferences gather, demonstrate a more receptive and positive conversational tone than other communities. These propositions and findings are new to the literature on branding and interpersonal communication. Practically, the findings suggest both a powerful intervention that can tackle the issue of polarization, and a strategy for brands to engage in social issues in an inclusive way.
| Identifer | oai:union.ndltd.org:columbia.edu/oai:academiccommons.columbia.edu:10.7916/9fmy-1s05 |
| Date | January 2024 |
| Creators | Kim, Seung Eun |
| Source Sets | Columbia University |
| Language | English |
| Detected Language | English |
| Type | Theses |
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