Social identity

People favour brands and groups that reflect who they think they are.

Social influence Mainly on Homepage pages
Where it applies

Three of the eight page areas.

HomepageMainly here CategoryNot typical SearchNot typical ProductAlso applies CartNot typical CheckoutNot typical Post-purchaseAlso applies

Not usually a sitewide principle. See everything at work on Homepage pages

How to use it

Five ways to use it, and one to avoid.

  • Use values-led positioning.
  • Use community language, such as “join 20,000 members”, with numbers that are true and current.
  • Show imagery of the group customers belong to or aspire to.
  • Run a customer community where members can interact.
  • Feature customer content and hashtags.
  • Avoid: ethical or sustainability claims that aren’t backed by evidence, which risk being misleading.
What the research found

In-group brands strengthen connection to the brand. Spending evidence comes from one retailer.

At one retailer, joining its online community was followed by higher spending.

A meta-analysis found people cooperate more with their own group (d = 0.32), mainly by favouring insiders rather than punishing outsiders. In experiments, brands tied to a shopper's in-group strengthened their connection to the brand and out-group brands weakened it. At one retailer, joining its online community was followed by higher spending.

Key research

Four sources, each checked.

Last reviewed

Tajfel & Turner (1979) An integrative theory of intergroup conflict (chapter in Austin & Worchel, eds., pp. 33-47, Brooks/Cole) The Social Psychology of Intergroup Relations Read the source Balliet, Wu & De Dreu (2014)Meta-analysis Ingroup favoritism in cooperation: a meta-analysis Psychological Bulletin Read the source Escalas & Bettman (2005) Self-Construal, Reference Groups, and Brand Meaning J. Consumer Research Read the source Manchanda, Packard & Pattabhiramaiah (2015) Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community Marketing Science Read the source
Before you use it · UK law

Member and community numbers must be true and current, and ethical or sustainability claims must be backed by evidence or they risk being misleading. Out-group associations can put off shoppers who do not identify with the group shown.

This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.