White, KatherineDahl, Darren W2011-01-212011-01-212007White, Katherine and Darren W. Dahl (2007), “Are all Outgroups Created Equal? Consumer Identity and Dissociative Influence,” Journal of Consumer Research, 34 (4), 525-536.1531-8125http://hdl.handle.net/1880/48386Article deposited according to publisher policy on SHERPA/ROMEO, 01/21/2011.Past research finds that consumers exhibit weak self-brand connections to brands associated with out-groups. We extend this work by demonstrating that products associated with dissociative reference groups have a greater impact on consumers’ negative self-brand connections, product evaluations, and choices than do products associated with out-groups more generally. In addition, both situational priming and chronic identification with one’s in-group moderate the avoidance of products associated with dissociative reference groups. Further, we demonstrate the conditions under which dissociative influence does not occur and discuss the implications of the research.engBRAND name productsCONSUMERS -- ResearchBRAND identificationBRAND evaluationRESEARCHCONSUMER behavior -- ResearchCOMMERCIAL productsBRANDING (Marketing)REFERENCE groupsIDENTIFICATION (Psychology)GROUP identitySOCIAL normsSOCIAL groupsSOCIAL aspectsjournal article10.11575/PRISM/34071