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



Share Proceeding

Featured papers

See More

Featured

G1. Enchantment through Retro Product Consumption in a Digital World

Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK

Read More

Featured

The Effect of Future Focus on Self-Control is Moderated by Self-Efficacy

Rafay A Siddiqui, Hong Kong Polytechnic University
Jane Park, University of California Riverside, USA
Frank May, Virginia Tech, USA

Read More

Featured

Turning “Expenses” into “Bills”: How spending Categorization Impacts Budget Optimism and Likelihood of Success

Eleanor Putnam-Farr, Rice University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA

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.