1Ross School of Business, University of Michigan, 701 Tappan Street, Ann Arbor, MI 48109, United States
2McCombs School of Business, University of Texas at Austin, 1, University Station, Austin, TX 78712, United States
Tóm tắt
AbstractConsumers' social identities stem from comparisons between themselves and others. These identities help determine consumption decisions. Unfortunately, perceptions of comparative traits and characteristics are frequently biased, which can lead to similarly biased consumption decisions. Five studies show that two incidental but commonplace marketing decisions can influence consumers' estimates of their relative standing and thus their social identities by influencing estimates of how other consumers are distributed.
