Identity‐Based Autonomy and Its Impact on Connections With Identity‐Linked Products and Brands

ABSTRACT We introduce a new characteristic of identity into the identity‐based consumer behavior literature called identity‐based autonomy : the autonomy (i.e., freedom from others' influence) versus heteronomy (i.e., real or perceived external influence) that people feel when enacting an identity. This new dimension thus captures how consumers enact a salient identity in an identity‐relevant context. We create a new measure of identity‐based autonomy to capture how this dimension varies across identities. We show that autonomous identities foster a greater sense of control over when, where, and how one uses identity‐linked products. As a result, we demonstrate that people feel stronger connections to products and brands linked to autonomous (vs. heteronomous) identities. We reveal this effect across both common consumer identities (e.g., gender, family) and unique, participant‐generated identities (e.g., work identity, sports fan identity). Importantly, we identify theoretically motivated moderators that underscore the roles of identity (i.e., identity‐relevance) and autonomy (i.e., self‐directed vs. externally imposed) in driving the IBA effect on brand and product connections. This research contributes to the identity literature by highlighting autonomy as a meaningful and measurable feature of identity that shapes consumer‐brand relationships.