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