Compensatory Contagion: Social Identity Threat and Celebrity Contagion
This research examines a novel way in which consumers respond to social identity threat. Drawing on fluid compensation theory, we show that people exhibit a preference for objects previously owned by celebrities who are unrelated to a threatened social identity and that this relationship is driven by contagion.
Sean T. Hingston and Justin McManus (2015) ,"Compensatory Contagion: Social Identity Threat and Celebrity Contagion", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 557-558.
Sean T. Hingston, Schulich School of Business, York University, Canada
Justin McManus, Schulich School of Business, York University, Canada
NA - Advances in Consumer Research Volume 43 | 2015
I10. Can Body Size Influence the Judgments of Warmth and Competence?
Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, University of Manitoba, Canada
C1. Promoting Subjective Preferences in Simple Choices During Sleep
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Yunlu Yin, University of Hong Kong
Yu Chen, Peking University
Lin Lu, Peking University
Lusha Zhu, Peking University
Jie Shi, Peking University
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Brad Bitterly, University of Pennsylvania, USA
Alison Wood Brooks, Harvard Business School, USA
Maurice Schweitzer, University of Pennsylvania, USA
Michael Norton, Harvard Business School, USA