The Implications of Mother Nature: Experimentally Induced Gender Brand Personality Predicts Green Brand Image
What influences consumers’ judgments of a brand in terms of its green image? Experimental data show that people perceive brands with female attributes as having a more pro-environmental image compared to brands with male attributes offering the same products.
Matthias Spörrle, Magdalena Bekk, and Christoph Hohenberger (2014) ,"The Implications of Mother Nature: Experimentally Induced Gender Brand Personality Predicts Green Brand Image ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 811-811.
Matthias Spörrle, University of Applied Management, Germany
Magdalena Bekk, University of Cologne, Germany
Christoph Hohenberger, Technical University of Munich - School of Management, Germany
NA - Advances in Consumer Research Volume 42 | 2014
Signaling Fun: Anticipated Sharing Leads to Hedonic Choice
Nicole Kim, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA
The Pleasure of Being Right (Even When the World Is Bad)
Carey K. Morewedge, Boston University, USA
Janna Russmann, University of Cologne
Danica Mijovic-Prelec, Massachusetts Institute of Technology, USA
Drazen Prelec, Massachusetts Institute of Technology, USA
Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.
Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium