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
Identity Threats, Compensatory Consumption and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products
D5. Bragging about Effort? Personal Effort Decreases Word-of-Mouth
JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
D1. When Intention to Share on Social Media Increases Variety-Seeking: The Role of Self-Enhancement
Jingjing Ma, Peking University
David Dubois, INSEAD, France
Fei Jin, Peking University