The Moderating Role of Construal Level on Effectiveness of Purchase-Contingent Donations
We document that the effectiveness of purchase-contingent donations moderated by customers’ construal level differs by product type. Abstract thinkers evaluate the product more favorably when donation is linked with hedonic product, and the guilt of consuming hedonic product was alleviated significantly more for abstract thinkers than concrete thinkers.
Nara Youn and Yun Lee (2012) ,"The Moderating Role of Construal Level on Effectiveness of Purchase-Contingent Donations", 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: 1109-1109.
Nara Youn, Hongik University, South Korea
Yun Lee, University of Iowa, USA
NA - Advances in Consumer Research Volume 40 | 2012
Anticipated Interpersonal Feedback Reshapes Other-oriented Intertemporal Choices
Adelle Xue Yang, National University of Singapore, Singapore
Oleg Urminsky, University of Chicago, USA
Consumers’ Attitudes Towards Their Rights and Responsibilities in the Sharing Economy: An Ideological Perspective
Marylouise Caldwell, University of Sydney, Australia
Steve Elliot, University of Sydney, Australia
Paul Henry, University of Sydney, Australia
Marcus O'Connor, University of Sydney, Australia
M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities
Richard Kedzior, Bucknell University