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...

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...