Contagion Effects Between Product and Service – When Does the Magic Appear, and When Does It Stop?

Natalie Truong, Norwegian School of Economics, Norway
The current research examines contagion effect between complimentary product and service. In particular, the author proposes that self-threat and the subsequent self-protection strategy is the underlying mechanism of the effect. Further, this research seeks to investigate potential boundary conditions as well as the moderating effect of physical proximity.
[ to cite ]:
Natalie Truong (2014) ,"Contagion Effects Between Product and Service – When Does the Magic Appear, and When Does It Stop?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 815-815.