The Effect of Alternative vs. Focal Identity Accessibility on the Intent to Purchase Products: An Exploratory Study Based on Chinese Culture
Much of early western research has focused on identity. A primed identity can inhibit the priming of other alternative identities, and also negatively affect the intention to purchase products related to those alternative identities. In western culture, individuals operate within a cultural framewor...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-06-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.852505/full |