Gary David on the Power of Social Identity in Customer Experience
Do we make buying decisions as individuals, or as individuals who belong to a group? The answer may surprise you.
Gary David has researched the intersection of sociology and business for decades. His findings challenge the status quo on what drives consumer behavior.
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Originally aired May 30, 2024 as Episode 86 of The Trusted Guide Podcast (then The Delighted Customers Podcast).
What we cover
How social identity affects buying decisions
How to design experiences that connect with customers' social identities
Where most companies get it wrong
Strategies to strengthen loyalty through identity
Belonging drives loyalty
People buy from brands that reflect who they are and who they want to be with. Gary helps leaders design for that sense of belonging.
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About the guest
Gary David, PhD, is a Professor of Sociology and Experience Design at Bentley University.
If this conversation was useful, you'll find more like it in The Trusted Guide Newsletter: practical insights on trust, influence, and leading change.
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