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



Share Proceeding

Featured papers

See More

Featured

How Passive Form Messages in CSR Advertisement Improve Consumer Reaction to the Campaign

Taehoon Park, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Elise Chandon Ince, University of South Carolina, USA

Read More

Featured

When Too much “I” is Bad for “Us”: The Detrimental Effect of Selfie on Self -Brand Connection.

MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore

Read More

Featured

Green Experiences: Using Green Products Improves the Accompanying Consumption Experience

Ali Tezer, HEC Montreal, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.