Contrary to predictions based on cognitive accessibility, heightened gender identity salience resulted in lower perceived vulnerability and reduced donation behavior to identity-specific risks (e.g., breast cancer). No such effect was manifest with identity-neutral risks. Establishing the...

The article reviews the conceptual foundations of advertising polysemy – the occurrence of different interpretations for the same advertising message. We discuss how disciplines as diverse as psychology, semiotics and literary theory have dealt with the issue of polysemy, and provide...

Research on the role of identity in choice varies widely across fields like psychology, philosophy, consumer behavior, and economics, in both the key questions addressed and the methods of investigation. Although a large literature has established how salient aspects of identity affect attitudes...