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Two Essays on Consumer Identity and ...

Gibbons, Emma.

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Two Essays on Consumer Identity and Prosocial Behavior.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Two Essays on Consumer Identity and Prosocial Behavior./
Author:	Gibbons, Emma.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2024,
Description:	144 p.
Notes:	Source: Dissertations Abstracts International, Volume: 85-11, Section: B.
Contained By:	Dissertations Abstracts International85-11B.
Subject:	Home economics. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31242637
ISBN:	9798382609805

Two Essays on Consumer Identity and Prosocial Behavior.
Gibbons, Emma.

Two Essays on Consumer Identity and Prosocial Behavior. - Ann Arbor : ProQuest Dissertations & Theses, 2024 - 144 p.

Source: Dissertations Abstracts International, Volume: 85-11, Section: B.

Thesis (Ph.D.)--The University of Texas at San Antonio, 2024.

Our attitudes and behaviors are driven, in large part, by our identities. This is true even in the realm of consumption. Prior research has shown that a consumer's identity impacts a variety of marketing-related variables, including response to advertisements, product usage, and brand choice. As pointed out by Reed et al. (2012), marketing researchers are publishing more top-tier articles on consumer identity and self-perception than ever before. However, many gaps in this literature stream still exist and are worth exploring empirically. One that is rather notable is the shortage of research exploring the role of consumer identity in prosocial decision-making, and specifically donation towards identity-related causes.Across two essays, this dissertation explores how our identities, and their interactions with each other, impact our donation tendencies. Essay One begins with a meta-analytic approach to understanding how an identity's relative minority status impacts engagement in identity-driven consumption attitudes and behaviors. It also considers the circumstances that strengthen and weaken this effect by introducing identity context and culture as important moderators. This essay then moves to an extension section, where it experimentally tests if the results of the meta-analysis (both the main effect and moderating effect of culture) can be replicated with a unique identity-driven behavior as the dependent variable - donation intention.Essay Two directly explores how identity conflict - the perceived incompatibility between the norms, values, or expectations of two identities held simultaneously - impacts donation decisions towards relevant causes. Across six studies, identity conflict is shown to have a positive effect on donation intention, but only to causes associated with the less powerful of the two identities at war. Mediating and moderating variables are also tested. Essay Two also provides and tests a novel approach to manipulating identity conflict, an important theoretical contribution.

ISBN: 9798382609805Subjects--Topical Terms:

551902
Home economics.
Subjects--Index Terms:

Donation

Two Essays on Consumer Identity and Prosocial Behavior.
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245 1 0 $a Two Essays on Consumer Identity and Prosocial Behavior.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2024
300 $a 144 p.
500 $a Source: Dissertations Abstracts International, Volume: 85-11, Section: B.
500 $a Advisor: Zhang, Yinlong Allen.
502 $a Thesis (Ph.D.)--The University of Texas at San Antonio, 2024.
520 $a Our attitudes and behaviors are driven, in large part, by our identities. This is true even in the realm of consumption. Prior research has shown that a consumer's identity impacts a variety of marketing-related variables, including response to advertisements, product usage, and brand choice. As pointed out by Reed et al. (2012), marketing researchers are publishing more top-tier articles on consumer identity and self-perception than ever before. However, many gaps in this literature stream still exist and are worth exploring empirically. One that is rather notable is the shortage of research exploring the role of consumer identity in prosocial decision-making, and specifically donation towards identity-related causes.Across two essays, this dissertation explores how our identities, and their interactions with each other, impact our donation tendencies. Essay One begins with a meta-analytic approach to understanding how an identity's relative minority status impacts engagement in identity-driven consumption attitudes and behaviors. It also considers the circumstances that strengthen and weaken this effect by introducing identity context and culture as important moderators. This essay then moves to an extension section, where it experimentally tests if the results of the meta-analysis (both the main effect and moderating effect of culture) can be replicated with a unique identity-driven behavior as the dependent variable - donation intention.Essay Two directly explores how identity conflict - the perceived incompatibility between the norms, values, or expectations of two identities held simultaneously - impacts donation decisions towards relevant causes. Across six studies, identity conflict is shown to have a positive effect on donation intention, but only to causes associated with the less powerful of the two identities at war. Mediating and moderating variables are also tested. Essay Two also provides and tests a novel approach to manipulating identity conflict, an important theoretical contribution.
590 $a School code: 1283.
650 4 $a Home economics. $3 551902
650 4 $a Personality psychology. $3 2144789
650 4 $a Behavioral psychology. $3 2122788
653 $a Donation
653 $a Consumer identity
653 $a Identity conflicts
653 $a Minority status
653 $a Prosocial behavior
690 $a 0338
690 $a 0625
690 $a 0386
690 $a 0384
710 2 $a The University of Texas at San Antonio. $b Marketing. $3 1684786
773 0 $t Dissertations Abstracts International $g 85-11B.
790 $a 1283
791 $a Ph.D.
792 $a 2024
793 $a English
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31242637