The Asymmetric Effects of Identity Salience on Judgement: The Role of Valence and Attribute Congruence
| Autor: | DaHee Han, Claire Heeryung Kim |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | Asia Marketing Journal, Vol 25, Iss 2, Pp 84-98 (2023) |
| Druh dokumentu: | article |
| ISSN: | 2765-6500 1598-7868 |
| DOI: | 10.53728/2765-6500.1612 |
| Popis: | A salient identity influences individuals' judgment on products. The current research investigates why identity salience sometimes produces asymmetric effects on an individual's judgment such that a salient identity often influences judgment on identity-congruent products only or identity-incongruent products only. Across two experiments, this research proposes and shows that the valence of identity-incongruent and identity-congruent attributes determines the direction of the asymmetric identity salience effects. Specifically, when an attribute of an identity-incongruent product is positively- (negatively-) valenced, identity salience influences judgment through a decreased (increased) preference for the identity-incongruent (identity-congruent) product. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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