Who Spend More on Children’S Education: “I” Or “We”?
Three studies showed that interdependent self-construal induced more parental education spending than independent self-construal, and this effect was reversed when parent’s failure was primed. Further the moderating role of failure on self-construal effect was mediated by parental identity salience.
Lingjiang Tu and Yinlong Zhang (2012) ,"Who Spend More on Children’S Education: “I” Or “We”?", 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: 1111-1111.
Lingjiang Tu, University of Texas at San Antonio, USA
Yinlong Zhang, University of Texas at San Antonio, USA
NA - Advances in Consumer Research Volume 40 | 2012
It’s About Trust: The Diffusion of Deviant Consumer Behavior
Peter Voyer, University of Windsor
When Perceiving Oneself as a Spender Increases Saving
Emily Garbinsky, University of Notre Dame, USA
Nicole Mead, University of Melbourne, Australia
G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University