Imagine Yourself in Use: Measuring the Construct of Consumption Vision
In spite of its importance, the consumption vision construct has seen limited adoption in identification of effective marketing communications. The current study aims to clarify this construct and present a measurement tool for future researchers and practitioners.
Citation:
Mark Yi-Cheon Yim and Paul Sauer (2013) ,"Imagine Yourself in Use: Measuring the Construct of Consumption Vision", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Authors
Mark Yi-Cheon Yim, Canisius College, USA
Paul Sauer, Canisius College, USA
Volume
NA - Advances in Consumer Research Volume 41 | 2013
Share Proceeding
Featured papers
See MoreFeatured
R2. Brand-to-Brand Communications: How Consumers React to Flattery Between Brands
Lingrui Zhou, Duke University, USA
Katherine Crain, Duke University, USA
Keisha Cutright, Duke University, USA
Featured
C10. Beyond Self-control: A Field Exploration of the Interactive Effect between Cue-induced and Prospective Decision Making on Long-term Weight Loss
Wanyu Li, McGill University, Canada
Laurette Dube, McGill University, Canada
Yu Ma, McGill University, Canada
Featured
D5. Bragging about Effort? Personal Effort Decreases Word-of-Mouth
JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University