L9. to Save Face Or Follow My Heart: Salesperson’S Inquiries of In-Group Identity on Consumers’ Purchase

This research shows that the salience of in-group identity (e.g., a student of a prestigious school) leads to purchase due to enhanced self-presentation concern especially when customers sense the possibility of violating social norms. Our finding suggests that simple conversation between salespersons and consumers can change sales.



Citation:

Lingru Wei and Jooyoung Park (2018) ,"L9. to Save Face Or Follow My Heart: Salesperson’S Inquiries of In-Group Identity on Consumers’ Purchase", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 933-933.

Authors

Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Brand Fan(atic)s: When Excessive Brand Loyalty Sends the Wrong Signal

Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School

Read More

Featured

Making Sense of Spontaneity: In-The-Moment Decisions Promote More Meaningful Experiences

Jacqueline R. Rifkin, Duke University, USA
Keisha Cutright, Duke University, USA

Read More

Featured

Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses

Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University

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.