Icing on the Cake Or Not: the Impact of Positive In-Group Members’ Advice on Individuals' Preference on Choice

Based on the optimal distinctiveness theory, this study proposes that anticipated in-group similarity becoming excessive due to too much positive advice will make individuals feel emotional ambivalent, which will evoke subsequent negative behavioral responses-preference decrease or shift. The situation will be even more intense when individuals are independent self-construal.



Citation:

Yinghao Wu and Jing Jiang (2016) ,"Icing on the Cake Or Not: the Impact of Positive In-Group Members’ Advice on Individuals' Preference on Choice", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 765-765.

Authors

Yinghao Wu, Renmin University of China, China
Jing Jiang, ,Corresponding Author, Renmin University of China, China



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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