Democratic Brands: a Framework and Empirical Test
We investigate consumers’ preferences for “democratic brands” (those that welcome consumer input) and “undemocratic brands” (those who maintain control) considering the mediating role of warmth and competence, and the moderating role of social dominance orientation (SDO), an individual’s preference for hierarchy within a social system.
Neeru Paharia and Vanitha Swaminathan (2014) ,"Democratic Brands: a Framework and Empirical Test", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 194-199.
Neeru Paharia, Georgetown University, USA
Vanitha Swaminathan, University of Pittsburgh, USA
NA - Advances in Consumer Research Volume 42 | 2014
The psychological impact of annuities: Can pension payout choice influence health behavior?
Anja Schanbacher, London Business School, UK
David Faro, London Business School, UK
Simona Botti, London Business School, UK
Shlomo Benartzi, University of California Los Angeles, USA
A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data
Iris van Ooijen, University of Twente
M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities
Richard Kedzior, Bucknell University