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

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 813-813.

Authors

Na Wen, City University of Hong Kong, Hong Kong, China
Wenxia Guo, City University of Hong Kong, Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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