Why Customers' Social Identity Matters

thoughtblazers' commentary
This fascinating study from Harvard Business Review delivers a very thought provoking conclusion: When it comes to a purchase, the group you identify with at the time of the transaction is a very important factor in your decision. The researches share stories on how marketers can either facilitate or actually create new social identities to get buyers in the right social mindset to purchase their products and services (does the annual Doritos Crash the Super Bowl contest ring a bell?).

Although the article is somewhat long, it is well worth it, as it can tell you how to create new social identities for buyers in just 20 minutes. I'm putting this one in the must read category.

                                                               ++++++++++

Image by Automotive Social Media Marketing (Creative Commons)
Why Customers' Social Identity Matters |

Read the article from Harvard Business Review