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.
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.
Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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