Consuming to Make Me Feel Good About Myself: the Effect of Self-Threat on Preferences For Socially Responsible Products
This research identifies enhancing self-view as a driver for consumer preference for socially responsible products. Based on identity-threat literature, we found that consumers under self-threat (vs. not) are more likely to purchase socially responsible products. In addition, this self-threat effect is further moderated by self-affirmation.
Huachao Gao and Yiren Dong (2015) ,"Consuming to Make Me Feel Good About Myself: the Effect of Self-Threat on Preferences For Socially Responsible Products", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 785-785.
Huachao Gao, University of Texas at San Antonio, USA
Yiren Dong, Nanjing University, China
NA - Advances in Consumer Research Volume 43 | 2015
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