Buy Now! How Brand Relationships Influence Consumer Responses to Restrictive Advertising
Restrictive ads (e.g., “Buy now!”) often elicit reactance from consumers. We identify when and why restrictive ads do so by examining consumer-brand relationships. Consumers perceive restrictive ads from committed, but not uncommitted, brand partners as meaningful threats to freedom, and dislike such ads. These effects are mediated by threat perception.
Yael Rugar, Sarah Moore, and Gavan Fitzsimons (2013) ,"Buy Now! How Brand Relationships Influence Consumer Responses to Restrictive Advertising ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 124-125.
Yael Rugar, Virginia Tech, USA
Sarah Moore, University of Alberta, Canada
Gavan Fitzsimons, Duke University, USA
E - European Advances in Consumer Research Volume 10 | 2013
The “Break-in” Effect: A Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment
Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, USA
Do Altruistic Individuals "Share" More Contents on Social Media?
Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA
Give Me Something of Yours: The Downside of Digital (vs. Physical) Exchanges
Anne Wilson, Harvard Business School, USA
Shelle Santana, Harvard Business School, USA
Neeru Paharia, Georgetown University, USA