The Effect of Social Identity Conflict on Consumers’ Planning Time Horizons
Six studies show that social identity conflict shortens consumers’ planning time horizons and leads to preferences for short-term products and services. This is because an unclear sense of self brought by identity conflict, weakens the foundation of a temporally stable self and consequently, anchors consumers’ horizons to the proximate future.
Yiqi Yu and Ying Zhang (2020) ,"The Effect of Social Identity Conflict on Consumers’ Planning Time Horizons ", 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: 805-805.
Yiqi Yu, Peking University, China
Ying Zhang, Peking University, China
NA - Advances in Consumer Research Volume 48 | 2020
D3. Social Exclusion and WOM about Past versus Future Experiences
Melis Ceylan, Koc University, Turkey
Ezgi Akpinar, Koc University, Turkey
Selin Atalay, Frankfurt School of Finance and Management, Germany
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Rui Chen, Tarleton State University
Marcus Cunha Jr., University of Georgia, USA
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Ilgım Dara Benoit, Appalachian State University
Elizabeth Miller, University of Massachusetts, USA