When Do Consumers Bolster Their Preferences in the Face of Threat? the Role of Self-Construal and Collective Identity Activation

We propose and find that those with more interdependent (vs. independent) self-construals tend to prefer (avoid) an identity-linked product when that identity is threatened. Among interdependents, identity threat primes their repertoire of social identities, which they are able to utilize as a resource that helps to buffer against threat.



Citation:

Katherine White, Jennifer Argo, and Jaideep Sengupta (2011) ,"When Do Consumers Bolster Their Preferences in the Face of Threat? the Role of Self-Construal and Collective Identity Activation", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Katherine White, University of Calgary, Canada
Jennifer Argo, University of Alberta, Canada
Jaideep Sengupta, HKUST, China



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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