Can I Pay More?: the Moderating Effect of Gender and Self-Esteem Following Consumer Rejection

Hamed Aghakhani, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Self-esteem and gender are two factors that have not been thoroughly investigated in the literature of rejection. In this research, the results show that consumers’ self-esteem and gender moderate the spending behavior of those who are rejected. In particular, rejected women with high self-esteem are willing to pay more for products, whereas rejected women with low self-esteem show no significant differences in the amount of money they are willing to pay for a product. The results show no significant difference for rejected men.
[ to cite ]:
Hamed Aghakhani, Kelley Main, and Fang Wan (2011) ,"Can I Pay More?: the Moderating Effect of Gender and Self-Esteem Following Consumer Rejection", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 713-714.