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.



Citation:

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.

Authors

Natalie Truong, Norwegian School of Economics, Norway



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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