Will a Broad Identity Increase Preference For More Advanced Products? the Impact of Identity Breadth on Consumer Choice

Ying Ding, School of Business, Renmin University of China, Beijing, China
Echo Wen Wan, Faculty of Business and Economics, University of Hong Kong, Hong Kong
Jing Xu, Guanghua School of Management, Peking University, Beijing, China
The current research investigates how framing one’s social identity at different breadth levels can influence consumers’ subjective knowledge and its consequence on subsequent product choice. Moreover, we show that the effect of identity breadth on subjective knowledge is attenuated when objective knowledge of the product domain is called into question.
[ to cite ]:
Ying Ding, Echo Wen Wan, and Jing Xu (2014) ,"Will a Broad Identity Increase Preference For More Advanced Products? the Impact of Identity Breadth on Consumer Choice", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 455-456.