Who Should Tell the Story? Source Effects in Brand Biographies

This research shows that underdog brand biography, compared to topdog brand biography, increases purchase intentions when the brand is the source of information. Positive effect of the underdog brand biography disappears when an independent third-party is the source of information. The narrative transportation model of persuasion explains this source effect.


Ali Tezer, H. Onur Bodur, and Bianca Grohmann (2014) ,"Who Should Tell the Story? Source Effects in Brand Biographies", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 813-813.


Ali Tezer, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand

Mycah L Harrold, Washington State University, USA
Andrew Perkins, Washington State University, USA

Read More


The Influence of Goal Specificity on Planning Effectiveness: A Meta-Analysis

Ekaterina Napolova, University of Technology Sydney
Francois Carrillat, University of Technology Sydney
Leona Tam, University of Technology Sydney

Read More


G9. The Voice From Afar: How Reverberation Affects Consumer Cognition

Johann Melzner, New York University, USA
Jochim Hansen, University of Salzburg

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.