Social Identity Theory

Abstract Throughout their lives, consumers encounter various social categories that define them. These categories can be stable (e.g., father or son), temporary (e.g., athlete or student), or transitory (e.g., Democrat or environmentalist). In combination, social categories embody all of the social elements that emanate from culture, society, social networks, and social groups. Theoretically, consumers are able to self‐categorize into every possible social category, but not all social categories fit all consumers. Of particular importance are those social categories with a high level of selfrelevance. These self‐relevant social categories form a consumer's social identity. Self‐identification with specific social groups not only leads individuals to associate products with particular social identities but also helps them to socially categorize other consumers by analyzing what they buy.