Coping With Social Identity Threats: Defending the Self Without Sabotaging Self-Control

Hristina Dzhogleva, University of Pittsburgh, USA
Nicole Verrochi Coleman, University of Pittsburgh, USA
We compare two strategies for coping with social identity threats, specifically focusing on how these influence subsequent self-control. One field study and three experiments reveal that while the two strategies are equally effective in repairing the threatened self, one strategy is more detrimental to consumers’ self-control.
[ to cite ]:
Hristina Dzhogleva and Nicole Verrochi Coleman (2013) ,"Coping With Social Identity Threats: Defending the Self Without Sabotaging Self-Control", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.