Valuing Your Group Leads to Relative Derogation of Group Offenders

Chinese consumers were less willing to buy a domestic brand which had (vs. not had) been merged by a foreign prestigious brand. But this tendency only existed among people highly identified with the nationality (Study 1) or people provided the opportunities to affirm the nationality (Study 2 and 3).


Yunhui Huang (2013) ,"Valuing Your Group Leads to Relative Derogation of Group Offenders", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Yunhui Huang, Nanjing University, China


NA - Advances in Consumer Research Volume 41 | 2013

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