Contagion Effects Between Product and Service – When Does the Magic Appear, and When Does It Stop?

The current research examines contagion effect between complimentary product and service. In particular, the author proposes that self-threat and the subsequent self-protection strategy is the underlying mechanism of the effect. Further, this research seeks to investigate potential boundary conditions as well as the moderating effect of physical proximity.


Natalie Truong (2014) ,"Contagion Effects Between Product and Service – When Does the Magic Appear, and When Does It Stop?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 815-815.


Natalie Truong, Norwegian School of Economics, Norway


NA - Advances in Consumer Research Volume 42 | 2014

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