The authors propose the effect of local-global identity on price sensitivity is moderated by gender. Specifically, when the two are inconsistent with each other (i.e., female with global identity or male with local identity), consumers tend to experience identity incongruence, which depletes...

We investigate how two important social identities — gender identity and moral identity — result in differential donations to in-groups and out-groups. Results from three studies indicate that moral identity importance tends to increase donations to out-groups (Iraq, Indonesia) and not to...

This article examines the joint effect of issue capability and gender on risk taking. Across three studies, the authors show that the effect of issue capability is moderated by gender, depending on the compatibility between the goal orientation of the decision maker and the nature of the...

This article shows that the joint effect of tie strength and image-impairment concern on negative word-of-mouth (NWOM) transmission is different for males and females and argues that this effect occurs because of differences in their relative concern for self versus others. For males, there was...