Here's an interesting article from Wharton on the role of identity in forming our opinions and brand allegiances. I recommend that you sign up for this newsletter as they always have interesting content in a number of different categories.
"Why do so many smokers keep smoking, despite decades of health warnings? Why do Harley Davidson motorcycles and Ralph Lauren clothing engender such loyalty among very specific types of people? Why do teens and parents always seem to fight, and never seem to hear what the other is saying? Wharton marketing professors Lisa Bolton and Americus Reed have found through their research that judgments linked to a person's identity - from teenager to Republican, environmentalist or businessman - are virtually immovable. That has crucial implications for brand identity."
Your Boss Won't Agree? Might Be "Identity-Induced Stickiness" - Knowledge@Wharton
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