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.



Citation:

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.

Authors

Yiqi Yu, Peking University, China
Ying Zhang, Peking University, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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