“Why Your Customers’ Social Identities Matter”

People are highly social animals, belonging to many social groups, each with a distinct identity. You can have a social identity as a Catholic, a Jew, or a Hindu; as an American or a Russian; as a professor or a musician; and so on.

Social identities are important for marketers because they guide people's behavior at any given moment. Some behavior will bolster and support the group, and, equally important, some behavior will betray the group.

Over the past five years, Guy Champniss of Henley Business School, and Hugh N. Wilson .....