We propose that consumers often make choices that diverge from those of others to ensure that they effectively communicate desired identities. Consistent with this identity-signaling perspective, four studies illustrate that consumers are more likely to diverge from majorities, or members of...

Over time, members of organizations develop entitlements-preferences about how they wish to be treated and beliefs about how they should be treated. The formation of entitlements is an important subject for strategy researchers because employees resist changes that violate their perceived...