Positive, Energetic Multisensory Stimuli: When Ads Can Hurt Your Brand
The effects of multi-sensory cues are often assumed to be static. This research demonstrates that cues that typically lead consumers to feel positive and upbeat, can create cognitive conflict among sad consumers that renders the stimuli difficult to process and leads to more negative brand attitudes.
Nancy Puccinelli, Keith Wilcox, and Dhruv Grewal (2015) ,"Positive, Energetic Multisensory Stimuli: When Ads Can Hurt Your Brand", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 9-12.
Nancy Puccinelli, University of Oxford, UK
Keith Wilcox, Columbia University, USA
Dhruv Grewal, Babson College
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
When Lack of Belongingness Means Bad News for the Planet: The Consequences of Low Belonging on Ethical Product Purchases
Ainslie Schultz, Providence College
Kevin Newman, Providence College
Scott Wright, Providence College
On Politics, Morality, and Consumer Response to Negative Publicity
Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA
D12. Future Decisions and Temporal Contiguity Cues: When Absence of Temporal Contiguity Cues Increases Online Reviews’ Persuasiveness.
Francesco Zanibellato, Ca' Foscari University, Venice, Italy