The Effect of Identity Conflict on Price Sensitivity

Across six studies, we found that consumers experiencing identity conflict (females with global identity, males with local identity) tend to show lower price sensitivity or higher acceptance of price increase than those experiencing identity congruence (females with local identity, males with global identity). Sacrifice mindset is identified as the mediator.



Citation:

Huachao Gao, Yinlong Zhang, and Vikas Mittal (2018) ,"The Effect of Identity Conflict on Price Sensitivity", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 553-554.

Authors

Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Faster than Fact: Consuming in Post-Truth Society

Robert Kozinets, University of Southern California, USA
Rossella Gambetti, Catholic University of the Sacred Heart
Silvia Biraghi, Catholic University of the Sacred Heart

Read More

Featured

Just Let the “New Me” Do It: How Anticipated Temporal Landmarks Cause Procrastination

Minjung Koo, Sungkyunkwan University
Ke Michael Mai, National University of Singapore, Singapore
Hengchen Dai, University of California Los Angeles, USA
Eunyoung Camilla Song, University of Florida, USA

Read More

Featured

Cueing Backwards: Attention Processes in Multi-Attribute Choices

Antonia Krefeld-Schwalb, Geneva School of Economics and Management
Agnes Scholz, University of Zurich
Ursa Bernadic, Geneva School of Economics and Management
Benjamin Scheibehenne, Geneva School of Economics and Management

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.