12D Differential Willingness to Share Consumption Information in Self-Threatening Social Comparison

This research investigates how self-threatening social comparison influences consumers’ willingness to share consumption information. We find that upward social comparison is threatening and subsequently decreases willingness to share consumption information. However, we also find that this effect is mitigated when the information shared is in a domain high in identity-importance.



Citation:

Yuly Hong, Sara Loughran Dommer, and Morgan K Ward (2019) ,"12D Differential Willingness to Share Consumption Information in Self-Threatening Social Comparison", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 973-973.

Authors

Yuly Hong, Georgia Tech, USA
Sara Loughran Dommer, Georgia Tech, USA
Morgan K Ward, Emory University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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