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| Author: | Briley, D. A. Wyer, R. S. Jr. |
| Title: | The Effect of Group Membership Salience on the Avoidance of Negative Outcomes: Implications for Social and Consumer Decisions |
| Journal: | Journal of Consumer Research
2003 : DEC, VOL. 29:3, p. 400-415 |
| Index terms: | CONSUMERS GROUPS DECISION MAKING CONSUMER CHOICE |
| Language: | eng |
| Abstract: | Calling consumers' attention to their cultural identity can make them aware of their membership in a group and, therefore, can induce a group mind-set. This mindset, in turn, leads them to make decisions that minimize the risk of negative outcomes to both themselves and others. The effects of this mind-set generalize over both group and individual choice situations. These possibilities were confirmed in a series of six experiments. Results showed that making people feel part of an ad hoc group increased not only their use of equality as a basis for allocating resources to themselves a and others, but also their tendency to compromise in individual consumer choice situations. |
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