Cultural brain · Identity & Signaling
Identity Fusion
When personal and group identity merge, the group's brands, enemies and rituals become the self; fused members defend, evangelise and, when betrayed, publicly apostatise.
An everyday example
A user who treats a critical review of their phone as a personal attack.
What it can cost you
Decisions made to protect a group identity rather than your interests; being recruited into a brand tribe.
Warning signs
- I defend the brand for free.
- Switching would feel like betrayal.
One thing to do
Notice when criticism of a product feels personal; that is fusion, and it is when you are least able to evaluate.
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