Tryvertising - What Makes Consumers Share Product Innovations With Others?
This study dealing with the new promising means of tryvertising investigates how consumers’ participation motives affect their sharing of innovative products through their personal network activities. The results contribute to existing literature by linking consumers’ motives to their behavior within tryvertising activities which supports firms to successfully design such campaigns.
Manuela Oberhofer, Johann Füller, and Verena Hofmann (2014) ,"Tryvertising - What Makes Consumers Share Product Innovations With Others?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 348-351.
Manuela Oberhofer, University of Innsbruck, Austria
Johann Füller, University of Innsbruck, Austria
Verena Hofmann, University of Innsbruck, Austria
NA - Advances in Consumer Research Volume 42 | 2014
Green Biases: Consumer Evaluations of Renewable and Non-Renewable Energy Sources
Nathan Dhaliwal, University of British Columbia, Canada
David Hardisty, University of British Columbia, Canada
Jiaying Zhang, University of British Columbia, Canada
E1. Effects of Recipients’ Emotional Expressions on Donors’ Preference for Helping with Development versus Survival
Xue Wang, University of Hong Kong
He (Michael) Jia, University of Hong Kong
Sara Kim, University of Hong Kong
With or Without You: When Second Person Pronouns Engage Listeners
Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA