Are Avoidable and Unavoidable Dissociative Groups Equally Negative? the Influence of Social Distance From a Dissociative Group on Consumer Choice

Na Wen, City University of Hong Kong, Hong Kong, China
Wenxia Guo, City University of Hong Kong, Hong Kong, China
Two experiments demonstrate that consumers are less likely to buy a product that is associated with a near-dissociative group (an “unavoidable” group) than one associated with a distant-dissociative group (an “avoidable” group). This effect is driven by a concrete versus abstract mindset elicited by social distance from a dissociative group.
[ to cite ]:
Na Wen and Wenxia Guo (2015) ,"Are Avoidable and Unavoidable Dissociative Groups Equally Negative? the Influence of Social Distance From a Dissociative Group on Consumer Choice", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 813-813.