Social Comparison to Advertising Depictions: Exploring Advertising Practitioners' Perspectives
This research examines how advertising practitioners conceptualize consumers’ social comparisons to ad depictions using a qualitative approach. We find practitioners perceive the process and the outcomes differently based on whether the intended audience is male or female. We offer implications for advertising practitioners and with regard to consumer welfare.
Catherine A. Coleman and Linda Tuncay Zayer (2013) ,"Social Comparison to Advertising Depictions: Exploring Advertising Practitioners' Perspectives", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .
Catherine A. Coleman, Texas Christian University, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
NA - Advances in Consumer Research Volume 41 | 2013
I5. Take That Mirror Away From me! Clothing Consumption by the Elderly and the Self-identity of the Young
Daniela Ferreira, Federal University of Rio de Janeiro
Identity Threats, Compensatory Consumption and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products
Doing Worse by Doing Good: How Corporate Social Responsibility makes Products Less Dangerous
Linda Lemarié, University of Neuchâtel
Florent Girardin, University of Neuchâtel