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
Remind Me of What I Have: Thinking about a Favorite Possession Mitigates the Negative Impact of Inequality on Subjective Well-being
(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology
Anirban Mukhopadhyay, Hong Kong University of Science and Technology
The Effects of Breadth of Product Categories on Budgeting
An Tran, University of La Verne
John Lynch, University of Colorado, USA
Alternative Worldviews on Human – Nonhuman Relations: The Turkish Case
N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France