The Asymmetric Effects of Identity Salience on Judgement: The Role of Valence and Attribute Congruence

Authors

DaHee Han, Associate Professor of Marketing, Desautels Faculty of Management, McGill University, Montreal, CanadaFollow
Claire Heeryung Kim, Assistant Professor of Marketing, Heller College of Business, Roosevelt University, Chicago, USAFollow

Abstract

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-incongruent products only. Across two experiments, this research proposes and shows that the valence of identity-incongruent and identity-congruent attributes determines the direction of the asymmetric identity salience effects. Specifically, when an attribute of an identity-incongruent product is positively- (negatively-) valenced, identity salience influences judgment through a decreased (increased) preference for the identity-incongruent (identity-congruent) product.

Recommended Citation

Han, DaHee and Kim, Claire Heeryung (2023) "The Asymmetric Effects of Identity Salience on Judgement: The Role of Valence and Attribute Congruence," Asia Marketing Journal: Vol. 25 : Iss. 2 , Article 4.
Available at: https://doi.org/10.53728/2765-6500.1612

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This work is licensed under a Creative Commons Attribution 4.0 License.