We investigate identity-based autonomy: how identities vary in the autonomy versus heteronomy people typically feel when enacting each identity. We demonstrate that people connect closer with products linked to autonomous (vs. heteronomous) identities, and that they anticipate connecting closer with novel brands linked to autonomous (vs. heteronomous) identities. This occurs because the more autonomous (vs. heteronomous) the identity, the more people perceive they control when, where, and how they use identity-linked products. We examine this phenomenon across both ubiquitous identities (e.g., gender, family) and participant-generated identities (e.g., work identity, sport fan identity). We pinpoint the role of identity in this process by showing that products must be identity-linked to observe these effects.
Dr. Keri Kettle received a B.A. (Honours Business Administration) from the Royal Military College of Canada, an M.B.A. (Marketing) from the University of Calgary, and a Ph.D. (Consumer Behaviour) from the University of Alberta. Dr. Kettle is a recipient of the NATO Medal for Kosovo, the Canadian Peacekeeping Service Medal, and the Canadian Forces Decoration. He is a competitive CrossFitter, and coaches minor hockey and baseball.
Dr. Kettle examines how consumers’ goal-directed behavior is shaped by their identity, personal forecasts, and the anticipated and actual feedback they receive about their goal progress. His research has a particular focus on self-important goals that can be readily quantified, such as financial goals (e.g., debt repayment, savings), health goals (e.g., weight loss), and work or athletic performance goals (e.g., running a marathon). Dr. Kettle's has published research in the Journal of Marketing, Journal of Consumer Research, Psychological Science, and Personality and Social Psychology Bulletin.