The power of threat & identity in the beer industry

• Autor(a) principal: Almeida, Leonor Lobo Silva Leal de
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/25322
• topic: Self-identity; Group-identity; Threat; Willingness to pay; Purchase intentions; Hedonic experience; Beer; Alcohol industry and sacrosanct values; Identidade individual; Identidade de grupo; Ameaça; Predisposição a pagar; Intenção de compra; Experiência hedónica; Cerveja; Indústria do álcool e valores sacrossantos; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Nowadays, people buy goods not only for their usefulness but also for what they represent. A lot of consumer purchases are in fact a way for them to express themselves, show their desires and highlight their identity. People assign particular meanings to their acquisitions and shape their self-views through them, which is a very important behaviour since it can be used as a compass to their lives. A great deal of identity associations occur through brands as people embrace brands' identities as their own. For that reason, brands and institutions can use the effect of a threat to influence consumers' self-views in ways that can affect their overall experience. Therefore, this study investigates to which extent the effects of the threat and group identity can influence consumers’ willingness to pay (WTP), purchase intentions (PI) and expected pleasure (EP). The setting for this study is the alcoholic industry, in particular the beer industry. Beer consumers are studied concerning the effects that threat and group identity have on their overall experience regarding the purchase of beer and its consumption. An experimental study was conducted, which had a total of 404 participants. The analysis of the results showed that the effect of the threat and group identity had the greatest and significant impact on the WTP. As for the PI and EP there was no statistical evidence to back up the effect of the threat and identity, nonetheless, the results showed some promising implications.