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

Share Proceeding

Featured papers

See More


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

Read More


When Negative Observations Broaden Generalization of Product Attributes to Novel Products

Rui Chen, Tarleton State University
Marcus Cunha Jr., University of Georgia, USA

Read More


Conjuring Creativity: The Impact of Fear

Ilgım Dara Benoit, Appalachian State University
Elizabeth Miller, University of Massachusetts, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.