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.


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.


Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University


NA - Advances in Consumer Research Volume 46 | 2018

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