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



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