Will Broad Identity Make People Feel Stronger: the Impact of Identity Framing on Motivation and Self-Control Behavior

Three experiments test the proposition that consumers with a broad identity (vs. a narrow identity) will perceive having more social resources, which in turn enhances the motivation on social tasks and improves their self-control. Our results also show that this effect is contingent upon the nature of interpersonal relationship.



Citation:

Ying Ding, Jing Xu, and Echo Wan (2012) ,"Will Broad Identity Make People Feel Stronger: the Impact of Identity Framing on Motivation and Self-Control Behavior", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 95-100.

Authors

Ying Ding, Peking University, China
Jing Xu, Peking University, China
Echo Wan, University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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