This Ad Is Funny, But Will I Share It?
Encouraging consumers to share ads with others has become one of the important goals for advertisers. This exploratory study takes a psychological approach to show why one ad might be shared over another especially in the case when attitudes toward the ads are similar.
Yeuseung Kim and Hye Jin Yoon (2013) ,"This Ad Is Funny, But Will I Share It?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Yeuseung Kim, DePaul University, USA
Hye Jin Yoon, Southern Methodist University, USA
NA - Advances in Consumer Research Volume 41 | 2013
The Impostor Syndrome from Luxury Consumption
Dafna Goor, Harvard Business School, USA
Nailya Ordabayeva, Boston College, USA
Anat Keinan, Harvard Business School, USA
Sandrine Crener, Harvard Business School, USA
The Effects of Being Time Poor and Time Rich on Happiness
Marissa Sharif, University of Pennsylvania, USA
Cassie Mogilner, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
The Unbearable Smallness of Being: How Feeling Physical Small Influences Decision Delegation
Eunyoung Camilla Song, University of Florida, USA
Yanping Tu, University of Florida, USA
Rima Touré-Tillery, Northwestern University, USA