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The Effect of Group Membership Salience on the Avoidance of Negative Outcomes: Implications for Social and Consumer Decisions

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  • Briley, Donnel A
  • Wyer, Robert S, Jr

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 mind-set, 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 and others, but also their tendency to compromise in individual consumer choice situations. Moreover, calling Asian and Western participants' attention to their cultural identity also induced feelings of being part of a group and, as a result, had analogous effects on decisions in both group and consumer choice situations. Copyright 2002 by the University of Chicago.

Suggested Citation

  • Briley, Donnel A & Wyer, Robert S, Jr, 2002. "The Effect of Group Membership Salience on the Avoidance of Negative Outcomes: Implications for Social and Consumer Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 400-415, December.
    • Handle: RePEc:oup:jconrs:v:29:y:2002:i:3:p:400-415
    DOI: 10.1086/344426
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    Cited by:

    1. Chen, Ming-Yi, 2016. "Consumer response to health product communication: The role of perceived product efficacy," Journal of Business Research, Elsevier, vol. 69(9), pages 3251-3260.
    2. Cristel Russell & Dale Russell & Jill Klein, 2011. "Ambivalence toward a country and consumers’ willingness to buy emblematic brands: The differential predictive validity of objective and subjective ambivalence measures on behavior," Marketing Letters, Springer, vol. 22(4), pages 357-371, November.
    3. Messner, Wolfgang, 2022. "Cultural Heterozygosity: Towards a New Measure of Within-Country Cultural Diversity," Journal of World Business, Elsevier, vol. 57(4).
    4. Carvalho, Sergio W. & Luna, David, 2014. "Effects of national identity salience on responses to ads," Journal of Business Research, Elsevier, vol. 67(5), pages 1026-1034.
    5. Yimin Huang & Junjun Cheng & Rongwei Chu, 2020. "Resilience and well‐being production among vulnerable consumers facing systematic constraints," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(4), pages 1328-1354, December.
    6. Fong, Candy P. S. & Wyer, Robert S., 2003. "Cultural, social, and emotional determinants of decisions under uncertainty," Organizational Behavior and Human Decision Processes, Elsevier, vol. 90(2), pages 304-322, March.
    7. Li, King King, 2017. "How does language affect decision-making in social interactions and decision biases?," Journal of Economic Psychology, Elsevier, vol. 61(C), pages 15-28.
    8. Claire I. Tsai & Min Zhao & Dilip Soman, 2022. "Salient knowledge that others are also evaluating reduces judgment extremity," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 366-387, March.
    9. Johnson, Russell E. & Selenta, Christopher & Lord, Robert G., 2006. "When organizational justice and the self-concept meet: Consequences for the organization and its members," Organizational Behavior and Human Decision Processes, Elsevier, vol. 99(2), pages 175-201, March.
    10. Beersma, Bianca & Homan, Astrid C. & Van Kleef, Gerben A. & De Dreu, Carsten K.W., 2013. "Outcome interdependence shapes the effects of prevention focus on team processes and performance," Organizational Behavior and Human Decision Processes, Elsevier, vol. 121(2), pages 194-203.
    11. Andreas Klein & Parimal Bhagat, 2010. "We-Commerce: Evidence On A New Virtual Commerce Platform," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 4(4), pages 107-124.
    12. Dwight R. Merunka, 2013. "Reinterpreting cultural priming effects in cross-cultural consumer research," AMS Review, Springer;Academy of Marketing Science, vol. 3(4), pages 232-248, December.
    13. Trudel, Remi & Murray, Kyle B. & Cotte, June, 2012. "Beyond expectations: The effect of regulatory focus on consumer satisfaction," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 93-97.
    14. Liying Xu & Feng Yu & Xiaojun Ding, 2020. "Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption," Sustainability, MDPI, vol. 12(5), pages 1-13, February.
    15. Huo, Baofeng & Han, Zhaojun & Zhao, Xiande & Zhou, Honggeng & Wood, Craig H. & Zhai, Xin, 2013. "The impact of institutional pressures on supplier integration and financial performance: Evidence from China," International Journal of Production Economics, Elsevier, vol. 146(1), pages 82-94.
    16. C. Defever & M. Pandelaere & K. Roe, 2008. "The Impact Of Associative Advertising On Personal Values And Behavior," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/548, Ghent University, Faculty of Economics and Business Administration.

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