The Mediators in the Effect of Social Identity Distinctiveness on Attitude towards Product Preferred by the In-Group Expended

Current study aimed at investigating whether consumers who feel social identity distinctiveness will feel the desire of being together with intimacy group and expand their in-group boundary to change their attitude towards the products preferred by their in-group expanded. 151 Chinese students in South Korea participated in the questionnaire survey, and structural equation model of AMOS 22.0 was used to test hypotheses, which showed the following results. First, the social identity distinctiveness increased the desire to be together with intimacy group. Second, the desire expanded their social in-group boundary. Third, the expansion of in-group boundary induced the positive attitude towards the product preferred by the in-group expanded. Managerially, marketers should try to make their efforts to find the group who have characteristics similar to the consumers who feel the social identity distinctiveness, and should approach them by their products preferred by the members of the in-group expanded.