Seminar (Dept. of Marketing)

Theme：The Impact of Social Identity Conflict on Planning Horizons

Speaker：Yiqi Yu （PhD candidate in marketing at Guanghua School of Management, Peking University）

Time：2021-12-08 10:00

Address：Room 713, Mingde Business Building

Language：Chinese/English

Abstract：

In the current increasingly complex environment, people often hold multiple social identities. For example, an Asian American may consider him/herself as both an American as well as an Asian descendant, and a mixed-race person may simultaneously identify with both races. Whenever the different identities are simultaneously activated and give conflicting behavioral direction, people experience social identity conflict. Seven studies (N = 4854), using both measured and manipulated social identity conflict in surveys, secondary data, and controlled experiments, showed that social identity conflict shortens one’s planning horizon in future-oriented choices. This effect occurs because the conflict between one’s multiple social identities undermines the clarity in self-perception, and in turn weakens the enduring sense of self in the temporal dimension. Consequently, it anchors people’s planning horizon to a more proximate future.

Short biography：

Yiqi Yu is a PhD candidate in marketing at Guanghua School of Management, Peking University. She studies consumer behavior. In her research, she utilized multi-method approach including secondary-data analysis, field studies, lab experiments, and qualitative review to investigate consumers' multiple-identity experiences and its downstream consequences. Yiqi is also conducting a nation-wide survey on the value and attitude system of Chinese consumers. Yiqi received her bachelor's degree in marketing from Wuhan University in China.