The Interactive Effects of Identity Salience and Accountability on Product Judgment

A salient identity motivates consumers to think and behave consistently with that identity. Expecting to be required to explain a judgment to others later might increase motivation to engage in comprehensive information processing. Thus, this research proposes that the act of providing reasons will diminish the identity salience effect.



Citation:

Claire Heeryung Kim (2020) ,"The Interactive Effects of Identity Salience and Accountability on Product Judgment", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1203-1230.

Authors

Claire Heeryung Kim, McGill University, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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