...Lei Song; Rajneesh Suri; Yanliu Huang Purpose This paper aims to examine how a stereotype threat, which entails being aware of a negative stereotype about one’s social group (e.g. gender), affects consumers’ price perceptions. Design/methodology/approach The authors conducted four studies...

... Publishing Limited Licensed re-use rights only Social groups Stereotypes Dissociative groups Inability signaling Self-handicapping Stereotype threat Research has consistently shown that consumers signal their social identity through consumption (Brough et al., 2016 ; Guzmán...

... 11 04 2017 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only China Consumer behaviour Cognition Cross-cultural studies Social groups Personal selling Superstitious beliefs pervade society (Vyse, 2014). Many buildings in China do...

... at: Reinhard.Grohs@uni-seeburg.at © Emerald Group Publishing Limited 2015 Branding Sponsorship Communication Sports Social groups Sponsorship has become increasingly popular as a marketing tool during the past three decades. Overall, estimated global sponsorship expenditures reached US$55.3...

...Veronica L. Thomas; Robert D. Jewell; Jennifer Wiggins Johnson Purpose – This paper aims to examine how conflicting brand preferences between a social group and an individual may lead the individual to hide their consumption. Specifically, the authors examine the conditions under which hiding...

... as a result of the media images. © Emerald Group Publishing Limited 2013 Consumer behaviour Advertising International marketing Social groups Can marketing leakage to undesired audiences negatively affect the intended target audience? Today, anyone can consume and pass on marketing...

... Resistance Peer affiliation Perception Prom Social groups Behaviour This paper explores perceptions of anti‐consumption and the resistant practices of adolescents by their peer group in the context of high school prom attendance. If, as suggested by Cherrier, Black and Lee (this issue) anti...

... in the city rather than going on demos. Age ain't what it used to be. Cognition Popular culture Consumer behaviour Social groups Leisure activities Youth The author proceeded to give examples of advertising campaigns aimed at the cognitively young, such as Clarks', “act your shoe size...