The Influence of Self-Identity on Consumer Behavior-Peking University HSBC Business School(PHBS)

The Influence of Self-Identity on Consumer Behavior

2019-10-31 15:21:32

by Hao Shen, The Chinese University of Hong Kong

Wednesday, October 9, 2019 | 2:00pm-3:30pm | Room 335, HSBC Business School Building

Abstract

How is self-identity developed? How does self-identity influence consumer behavior? We aim to answer those questions with three projects. The first project showed that male consumers might unconsciously take the perspective of females if they incidentally use pink products and therefore might change their decision making. The second project examined how how social expectation shapes compromise behavior for married couples and unmarried couples respectively. We prove that prove that women in married couples are more likely to compromise if a decision conflict occurs in a public (vs. private) context. In contrast, men in unmarried couples are more likely to compromise if a decision conflict occurs in a public (vs. private) context. The third project examines how the concept of maturity is defined in the context of different cultures and how maturity might further influence consumer behavior.

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