Love It Or Leave It? Diverging From Others Depends on Attachment
Consumers abandon brands when they are adopted by dissimilar others. What about consumers who have formed a strong attachment to a brand? We find these consumers do not abandon brands, but use other strategies to distance themselves from dissimilar users, including acquiring new and limited edition items from the brand.
Yajin Wang and Deborah Roedder John (2012) ,"Love It Or Leave It? Diverging From Others Depends on Attachment", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 826-826.
Yajin Wang, University of Minnesota, USA
Deborah Roedder John, University of Minnesota, USA
NA - Advances in Consumer Research Volume 40 | 2012
My Money is Yours, but My Time is Still Mine: Inseparability of Consumption from the Self Increases Control and Giving
John P. Costello, Ohio State University, USA
Selin A. Malkoc, Ohio State University, USA
Do Altruistic Individuals "Share" More Contents on Social Media?
Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA
I, Me, Mine: The Effect of the Explicitness of Self-Anchoring on Consumer Evaluations
Adrienne E Foos, Mercyhurst University
Kathleen A Keeling, University of Manchester, UK
Debbie I Keeling, University of Sussex