Optimistic Mentality:The Impact of Social Identity Framing on Consumer Choice

摘要：

　　The current research systematically investigates the role of social identity framing in consumer choice and its underlying mechanism.We propose that compared with a narrow identity framing,a broad identity framing can activate a broader category of self-knowledge and enhance subjective knowledge,which will in turn leads people to behave more optimistically in subsequent tasks.Across three empirical experiments,our findings suggest that participants who are more accessible to a broad identity (vs.a narrow identity) will predict better performance in cognitive test (experiment l) and be more likely to choose professional model of products (experiment 2-3).

关键词： Identity Framing Optimism Consumer Choice Self-Categorization

会议类型: 国内会议

会议名称: 2013年JMS第十届中国营销科学学术年会暨博士生论坛

会议地点: 北京

会议语种:英文

页码: 1-36

在线出版日期: 2013-08-16（万方平台首次上网日期，不代表论文的发表时间）