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- W4385896368 abstract "A salient identity influences individuals' judgment on products. The current research investigates why identity salience sometimes produces asymmetric effects on an individual's judgment such that a salient identity often influences judgment on identity-congruent products only or identity-incongruent products only. Across two experiments, this research proposes and shows that the valence of identity-incongruent and identity-congruent attributes determines the direction of the asymmetric identity salience effects. Specifically, when an attribute of an identity-incongruent product is positively- (negatively-) valenced, identity salience influences judgment through a decreased (increased) preference for the identity-incongruent (identity-congruent) product." @default.
- W4385896368 created "2023-08-18" @default.
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- W4385896368 date "2023-08-10" @default.
- W4385896368 modified "2023-10-07" @default.
- W4385896368 title "The Asymmetric Effects of Identity Salience on Judgement: The Role of Valence and Attribute Congruence" @default.
- W4385896368 doi "https://doi.org/10.53728/2765-6500.1612" @default.
- W4385896368 hasPublicationYear "2023" @default.
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