The Asymmetric Effects of Identity Salience on Judgement: The Role of Valence and Attribute Congruence
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-...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2023-07-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/cgi/viewcontent.cgi?article=1612&context=journal |