Exposure to Xenophobic Claims Leads Asians to Prefer Self-Identity Products and Non-Asians to Adopt Cybersecurity Products
In this research, we demonstrate that identity threatened group and threat-observing group react differently after exposure to the same xenophobic claim. The threatened group will try to restore their identity, while the threat-observing group will set up higher bars for security. The proposed mechanism is self-protection tendency.
Citation:
Trang Mai-McManus, Jessie Du, Linh Nguyen, Shweta Jha, and Yu Ding (2021) ,"Exposure to Xenophobic Claims Leads Asians to Prefer Self-Identity Products and Non-Asians to Adopt Cybersecurity Products", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 915-915.
Authors
Trang Mai-McManus, University of Manitoba, Canada
Jessie Du, Baruch College, CUNY
Linh Nguyen, Université de Lille
Shweta Jha, Indian Institute of Management, Indore
Yu Ding, Columbia University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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