The Effect of Group Membership Salience on the Avoidance of Negative Outcomes

Implications for Social and Consumer Decisions

Bibliographic Data

ID2214728
AuthorsDonnel A Briley (0000-0001-6344-597X, Hong Kong University of Science and Technology), Robert S Wyer (0000-0002-3776-5678)
Year2002
Volume29
Issue3
Pages400-415
Publication date2002-12-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Consumer Research (JOURNAL)
Journal identifiersISSN: 0093-5301 • E-ISSN: 1537-5277
PublisherOxford University Press (OUP) (PUBLISHER)
DOI10.1086/344426
OpenAlexW2140020650
LanguageEN
Citations received28
References cited31

Calling consumers' attention to their cultural identity can make them aware of their membership in a group and, therefore, can induce a group mind-set. This mind-set, in turn, leads them to make decisions that minimize the risk of negative outcomes to both themselves and others. The effects of this mind-set generalize over both group and individual choice situations. These possibilities were confirmed in a series of six experiments. Results showed that making people feel part of an ad hoc group increased not only their use of equality as a basis for allocating resources to themselves and others, but also their tendency to compromise in individual consumer choice situations. Moreover, calling Asian and Western participants' attention to their cultural identity also induced feelings of being part of a group and, as a result, had analogous effects on decisions in both group and consumer choice situations

Business · Cognitive psychology · Compromise · Consumer choice · Feeling · Group (periodic table) · Salience (neuroscience) · Set (abstract data type) · Social group · Social identity theory · Sociology · Behavioral Health and Interventions · Computer Science · Cultural Differences and Values · Marketing · Psychology · Social and Intergroup Psychology · Social Psychology

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