
Description
This thesis examined whether the saturation of the social identity environment could impact consumer decision-making and preferences. One experimental study revealed that consumer preference for identity-salient products is moderated by the strength of the identity of the consumer and saturation of the social identity environment.
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Contributors
- Ramohalli, Kavitha (Author)
- Kristofferson, Kirk (Thesis director)
- Morales, Andrea (Committee member)
- Department of Information Systems (Contributor)
- Department of Management and Entrepreneurship (Contributor)
- Department of Marketing (Contributor)
- Barrett, The Honors College (Contributor)
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
2018-05
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