Consuming ‘Media Trash:’ When “Bad” Becomes “Good”
Using a multi-method approach, we explore the concept of “media trash” and investigate why consumers with different levels of cultural capital seek the consumption of these particular media offers despite or even because of their questionable quality.
Bjoern Bohnenkamp, Caroline Wiertz, and Thorsten Hennig-Thurau (2012) ,"Consuming ‘Media Trash:’ When “Bad” Becomes “Good”", 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: 1035-1036.
Bjoern Bohnenkamp, University of Muenster, Germany
Caroline Wiertz, Cass Business School, UK
Thorsten Hennig-Thurau, University of Muenster, Germany
NA - Advances in Consumer Research Volume 40 | 2012
Powerful Buy Time: Why Social Power Leads to Prioritizing Time over Money
Myungjin Chung, University of Texas at Arlington
Ritesh Saini, University of Texas at Arlington
How the Voice Persuades
Alex Van Zant, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA
Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships
Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana