IDEAS home Printed from https://ideas.repec.org/a/ucp/jacres/doi10.1086-711731.html
   My bibliography  Save this article

Together We Stand: The Solidarity Effect of Personized Sellers on Essential Workers

Author

Listed:
  • Katina Kulow
  • Kara Bentley
  • Priyali Rajagopal

Abstract

The current research examines how products from personized sellers operate as a source of social support and solidarity for essential workers who are experiencing elevated levels of occupational stress since the advent of COVID-19. A series of experiments show that consumers who view themselves as essential workers prefer products from personized sellers (e.g., Etsy) compared to nonpersonized sellers (e.g., Amazon). These effects are driven by higher feelings of solidarity made salient by the personized seller. Our findings document a novel way by which consumers who are experiencing significantly high levels of occupational stress during the COVID-19 pandemic may seek social support and solidarity to help cope with this elevated stress, that is, purchasing products from personized sellers. Our findings offer valuable avenues for future research and provide important implications for policy makers during the pandemic.

Suggested Citation

  • Katina Kulow & Kara Bentley & Priyali Rajagopal, 2021. "Together We Stand: The Solidarity Effect of Personized Sellers on Essential Workers," Journal of the Association for Consumer Research, University of Chicago Press, vol. 6(1), pages 178-186.
    • Handle: RePEc:ucp:jacres:doi:10.1086/711731
    DOI: 10.1086/711731
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/711731
    Download Restriction: Access to the online full text or PDF requires a subscription.
    File URL: http://dx.doi.org/10.1086/711731
    Download Restriction: Access to the online full text or PDF requires a subscription.
    File URL: https://libkey.io/10.1086/711731?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ucp:jacres:doi:10.1086/711731. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journals Division (email available below). General contact details of provider: https://www.journals.uchicago.edu/JACR .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.