Starjournal Quotation Kamleitner, Bernadette, Thürridl, Carina, Martin, Brett A. S. 2019. A Cinderella Story: How Past Identity Salience Boosts Demand for Repurposed Products. Journal of Marketing. 83 (6), 76-92.


RIS


BibTeX

Abstract

Like Cinderella, many repurposed products involve a biographical transformation, from a tattered past identity (e.g., an old airbag) to a product with a valuable but different new identity (e.g., a backpack made from an airbag). In this article, the authors argue that marketers should help customers infer such product stories by highlighting the products’ tattered past identities. Three field experiments and four controlled experiments show that making a product’s past identity salient boosts demand across a variety of repurposed products. This is because past identity salience induces narrative thoughts about these products’ biographies, which in turn allows customers to feel special. Results also suggest that this strategy of past identity salience needs to be particularly well-crafted for products with easily discernible past identities. These findings highlight a promising new facet of storytelling (i.e., stories that customers self-infer in response to minimal marketer input); create new opportunities for promoting products with a prior life; and deliver detailed guidance for the largely unexplored, growing market for upcycled and recycled products.

Tags

Press 'enter' for creating the tag
  • #inspiration

Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Marketing
Citation Index SSCI
WU Journalrating 2009 A+
Starjournal Y
Language English
Title A Cinderella Story: How Past Identity Salience Boosts Demand for Repurposed Products
Volume 83
Number 6
Year 2019
Page from 76
Page to 92
Reviewed? Y
DOI https://doi.org/10.1177/0022242919872156
Open Access Y
Open Access Link https://doi.org/10.1177/0022242919872156

Associations

People
Kamleitner, Bernadette (Details)
Thürridl, Carina (Former researcher)
External
Martin, Brett A. S. (QUT Business School, Australia)
Organization
Marketing and Consumer Research IN (Details)
Competence Center for Sustainability Transformation and Responsibility WE (Details)
Competence Center for Experimental Research WE (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5320 Marketing (Details)
5321 Market research (Details)
5338 Science of advertising (Details)
5511 Social psychology (Details)
5532 Applied psychology (Details)
Google Scholar: Search