Consumers’ Local-Global Identity and Price Sensitivity: the Role of Sacrifice Mindset

Based on social-identity literature, we propose when local (vs. global)-identity is salient, consumers tend to be in a sacrifice mindset, resulting in less price sensitivity. Results from multiple studies show support for our theorizing regarding the effect of local-global identity on price sensitivity and the mediation role of sacrifice mindset.



Citation:

Huachao Gao, Yinlong Zhang, and Vikas Mittal (2015) ,"Consumers’ Local-Global Identity and Price Sensitivity: the Role of Sacrifice Mindset", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 302-303.

Authors

Huachao Gao, University of Texas at San Antonio, USA
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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