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
When Implementation Intentions Backfire: Illusion of Goal Progress in Financial Decisions
Linda Court Salisbury, Boston College, USA
Gergana Y. Nenkov, Boston College, USA
Min Zhao, Boston College, USA
Featured
Surprise! The Positive Impact of Uncertainty on the Evaluation of Experiential Purchases
Iñigo Gallo, IESE Business School
LILY JAMPOL, Queen Mary University of London
Alberto Rampullo, IESE Business School
Thomas Gilovich, Cornell University, USA
Featured
Product Search on Crowded Retail Shelves: Impact of Vertical Product Location on Search Performance
Ana Scekic, HEC Paris, France
Selin Atalay, Frankfurt School of Finance and Management, Germany
Cathy Liu Yang, HEC Paris, France
Peter Ebbes, HEC Paris, France