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 MoreFeatured
Trust in Doubt: Co-Chair's Invited Panel
Adam Berinsky, Massachusetts Institute of Technology, USA
John Gray, MentionMapp.com
Andre Spicer, City University of London, UK
Featured
To Trace is to Trust: From Product Traceability to Brand Trust
Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada
Min Zhao, Boston College, USA
Featured
How Regional Diasporic Consumer Experiences Produce Transnational Imaginary
Mark Buschgens, RMIT University
Bernardo Figueiredo, RMIT University
Kaleel Rahman, RMIT University