The Price of a Threat: How Social Identity Threat Influences Price Sensitivity

Traditional economic theory suggests that poor consumers are more price sensitive than their wealthier counterparts. The current article demonstrates that even when identity-vulnerable (i.e., poor) consumers can exert price sensitivity, they often choose not to do so in a systematic attempt to circumvent identity threats in intergroup contact marketplace.



Citation:

Jorge Rodrigues JACOB, Yan Vieites, Eduardo B. Andrade, and Rafael Burstein Goldszmidt (2018) ,"The Price of a Threat: How Social Identity Threat Influences Price Sensitivity", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 608-609.

Authors

Jorge Rodrigues JACOB, Brazilian School of Public and Business Administration, Brazil
Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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