When identity marketing backfires: Consumers don't like to be told what they like

When choosy moms choose Jif peanut butter and sports fans who call themselves sports fans subscribe to DirecTV, identity marketing is hard at work. But what happens when this type of advertising misses the mark? According to a new study in the Journal of Consumer Research, when a person's sense of ownership and freedom is threatened they are less likely to respond positively to identity marketing campaigns.

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