Persuading Others Online: the Consumer As Media Planner

Yu-Jen Chen , University of Maryland, USA
Amna Kirmani, University of Maryland, USA
We show that consumers act as intuitive media planners, using their persuasion knowledge to decide where to post their online consumption experience. We propose that message valence (positive vs. negative) and the type of consumption experience (utilitarian vs. hedonic) affects consumers’ choice of posting forum.
[ to cite ]:
Yu-Jen Chen and Amna Kirmani (2011) ,"Persuading Others Online: the Consumer As Media Planner", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 19-21.