We propose that accountability type moderates the perceived difficulty of choosing from worse than reference or better than reference options. Study 1 demonstrates that the difference in perceived difficulty for deciding between such options is attenuated under procedural accountability but...

The authors propose the effect of local-global identity on price sensitivity is moderated by gender. Specifically, when the two are inconsistent with each other (i.e., female with global identity or male with local identity), consumers tend to experience identity incongruence, which depletes...

The authors propose that there is a systematic impact of a person’s activated self-construal (interdependent vs. independent) on the evaluation of enriched and impoverished options. This hypothesis is tested using a cross-country comparison of participants from China and the United States...

This article shows that the joint effect of tie strength and image-impairment concern on negative word-of-mouth (NWOM) transmission is different for males and females and argues that this effect occurs because of differences in their relative concern for self versus others. For males, there was...

Marketers can strategically target potential donors based on their political identity. Drawing upon the moral foundations that underlie political identity, we examine conditions in which charity positioning increases donations based on alignment with political identity. In doing so, we...

The authors propose that power distance belief (PDB) (i.e., accepting and expecting power disparity) influences impulsive buying beyond other related cultural dimensions, such as individualism – collectivism. This research supports an associative account that links PDB and impulsive buying as...

This research proposes the relationship between Power Distance Belief (PDB) and status consumption is moderated by the salience of others and their associated status (others' status). When others' status is not superior (similar or inferior), high PDB consumers are more likely to engage in...

Could power distance, which is the extent that inequality is expected and accepted, explain why some countries and consumers are more likely to engage in prosocial behavior, including donations of both money and time? This research proposes higher power distance results in weaker perceptions of...

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Each year, individuals in the United States donate over $200 billion to charitable causes. To motivate donors, charities offer donors recognition, even though it is not well understood if and how recognition increases charitable behavior. This research focuses on how the effectiveness of...