Contents: Introduction. The long and winding road to understanding identity theory and marketing -- Americus Reed II and Mark Forehand -- Quick chapter overviews -- Part I: The identity salience principle -- 1. Identity salience: understanding when identity affects consumption / Keri L. Kettle -- 2. Nobody has to lose: introducing the concurrent identity and goal activation (CIGA) framework / Juliano Laran -- 3. An evolutionary approach to identity research / Aziza C. Jones, Kristina M. Durante and Vladas Griskevicius -- 4. How signaling motives and identity salience influence luxury consumption / Keith Wilcox -- 5. The role of identity salience in creative thinking / 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 / Maja Graso, Karl Aquino and Ekin Ok -- Part II: The identity association principle -- 7. Implicit egocentrism in consumer behavior / Scott Connors and Andrew W. Perkins -- 8. Reminiscing on self-brand connections: differentiating experiential versus symbolic origins / Jennifer Edson Escalas, Iñigo Gallo and Tarje Gaustad -- 9. Ownership and identity: a cognitive perspective / Gita Venkataramani Johar, Jaeyeon Chung and Liad Weiss -- 10. Temporal identity and the pursuit of self-enhancement / Sokiente W. Dagogo-Jack -- 11. A framework for considering dissociative identity effects in consumption / Bonnie Simpson, Lea Dunn and Katherine White -- Part III: The identity verification principle -- 12. Identity and compensatory consumption / Derek D. Rucker and Christopher Cannon -- 13. Associations matter: revisiting the threat typology model / Katie Spangenberg and Justin Angle -- 14. Memory pointers and identity / Gal Zauberman, Kristin Diehl and Alixandra Barasch -- 15. Identity, personal continuity and psychological connectedness across time and over transformation / Oleg Urminsky and Daniel Bartels -- 16. How technology shapes identity-based consumer behavior / Eugina Leung, Gabriele Paolacci and Stefano Puntoni -- 17. Identity verification through pain in extraordinary consumer experiences / 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 / 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 / Karen Page Winterich, Nicole Verrochi Coleman and Sara Loughran Dommer -- 20. Causal beliefs in the self-concept and identity-based consumption / Stephanie Y. Chen -- 21. No (wo)man is an island: dyadic decision-making and identity conflict / Hristina Nikolova and Cait Lamberton -- 22. Cultural identities in the era of globalization: implications for consumer behavior / Carlos J. Torelli and Hyewon Oh -- 23. Prevalence, antecedents and consequences of actual-desired attitude discrepancies / S. Christian Wheeler and Kenneth G. DeMarree -- Part V: The identity relevance principle -- 24. Religious identity in marketing / Joseph E. Barbour, Naomi Mandel and Adam B. Cohen -- 25. Political ideology: basis for a dynamic social identity / Donnel A. Briley, Kiju Jung and Shai Danziger -- 26. Identity in the digital age / Lauren Grewal and Andrew T. Stephen -- 27. The role of identity relevance in the retail environment / Jennifer Argo -- 28. Identity and charitable giving: the six-self framework / Jen Shang -- 29. Children's materialism and identity development / Lan Nguyen Chaplin, L.J. Shrum and Tina M. Lowrey -- 30. Identity-based perceptions of others' consumption choices / 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 / Tracy Rank-Christman and Geraldine Rosa Henderson -- Index.
