Feeling Hopeful in Response to High/Low Prototypical Identity-Linked Appeals: the Distinctive Roles of Affective and Cognitive Social Identity

Research shows identity-linked messages need utilize established social group characterizations to be effective. We find priming consumers’ identity using less/more established (low/high prototypical) characterizations has differential effects on purchase intention. The emotion, hope, mediates this process. Three experimental studies with US MTurk samples, using gender/nationality identities, supported our hypothesized effects.



Citation:

Miriam McGowan, Louise May Hassan, and Edward Shiu (2020) ,"Feeling Hopeful in Response to High/Low Prototypical Identity-Linked Appeals: the Distinctive Roles of Affective and Cognitive Social Identity", 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: 1211-1211.

Authors

Miriam McGowan, University of Birmingham, UK
Louise May Hassan, Bangor University, UK
Edward Shiu, Bangor University, UK



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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