Anya Bhavanasi Bhavanasi

To what extent does identity salience influence brand choice and willingness to pay for non-essential goods among adolescents aged 14–18?

Started Mar. 31, 2026

Abstract or project description

This project investigates how identity salience, or the importance of group identity in a person’s self-concept, affects consumer decision-making among teenagers. Specifically, it examines whether stronger in-group identification (such as cultural, social, or lifestyle-based identities) leads individuals to prefer certain brands and increases their willingness to pay for non-essential goods.

The study will focus on adolescents aged 14–18, a demographic that is highly influenced by social identity and branding. Using a structured survey, participants will complete a series of choice-based tasks comparing name-brand and generic products across multiple categories, such as clothing, food, and accessories. For each choice, participants will indicate their preferences and select reasons for their decisions, including factors like perceived quality, brand familiarity, social status, and alignment with personal identity.

To measure identity salience, participants will respond to a set of Likert-scale statements assessing their sense of belonging and identification with specific groups. Brand perception will also be evaluated by asking participants how strongly they feel certain brands reflect their identity and whether they are willing to pay more for those brands.

The independent variable in this study is identity salience, while the dependent variables include brand choice, willingness to pay, and spending behavior. Control variables such as age, gender, income level, and financial literacy will be included to isolate the effect of identity.

The study is guided by two hypotheses: first, that individuals with stronger in-group identification will demonstrate a higher willingness to pay for branded goods; and second, that this effect will be more pronounced when the brand aligns closely with the individual’s identity. The results aim to provide insight into how psychological and social factors influence economic decision-making in everyday consumer behavior.