Main aspects of Social Identity Theory:
Social Categorization – People classify themselves and others into groups.
Social Identification – Individuals adopt the identity of the group they belong to.
Social Comparison – Groups are compared to maintain self-esteem and group superiority.
Effect on consumer behavior: Consumers prefer brands that reflect their group identity, leading to brand loyalty, in-group favoritism, and avoidance of brands associated with out-groups.
Celerity endorsement lure people to adopt the product to belong to that class by using same perfume or clothing or even googles
Giving rich brand image , one can charge more than its fair price as a good part of price is for top service and ego satisfaction
Mostly premium word is added after name of assets to make more money. Word premium is never defined.
This theory gives you a sense of belonging to a group, a purpose for belonging, and self-worth through the group's achievements. It gives you an identity based on shared attributes, values, and goals.
Three Stages are:
Social Categorization: One can classify oneself and others into various social groups based on gender, nationality, race, and religion.
Social Identification: Once you associate with a group, you adopt its norms, values, and behaviours.
Social Comparison: You compare your group with other groups, and this comparison is biased in favour of one's own group, leading to group favouritism.
I think this theory also applies to the religious groups as well. Since identity of belonging to a particular religion adds to a pride of a human dignity. This goes further to undermining followers of the other religion that needs to be be tackled with care through humanity lens to avoid prejudices and social stigma...
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