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

D8. Why Employees Communicate Positive eWOM on Social Networking Sites: Motivations and Moderators

Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院

Read More

Featured

Gossip: How The Relationship With the Source Shapes the Retransmission of Personal Content

Gaia Giambastiani, Bocconi University, Italy
Andrea Ordanini, Bocconi University, Italy
Joseph Nunes, University of Southern California, USA

Read More

Featured

C3. Using Goal Theory to Promote Habit Formation During and After a Bike-to-Work Campaign

Bettina Rebekka Höchli, University of Bern
Claude Messner, University of Bern
Adrian Brügger, University of Bern

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.