The Closer, the Worst: the Impact of Social Distance to a Dissociative Group and Consumer Choices
Two experiments test the idea that consumers are less likely to buy a product if it is associated with a near (vs. distant) dissociative group—which is mediated by construal-level mindsets and moderated by group conformity. This work advances understanding of how different types of dissociative groups affect consumer behavior.
Na Wen (2020) ,"The Closer, the Worst: the Impact of Social Distance to a Dissociative Group and Consumer Choices", 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: 1235-1235.
Na Wen, California State University Northridge, USA
NA - Advances in Consumer Research Volume 48 | 2020
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