Choice of Lucky Products: the Effects of Buying Purpose, Task Risk and Product Type
This study used an experiment to demonstrate that lucky products are suitable for gift-giving. Risky task may increase the likelihood of choosing lucky products for gift-giving and self-buyers. Besides, lucky appeals are more suitable for hedonic products than for utilitarian ones.
Li-Shia Huang (2015) ,"Choice of Lucky Products: the Effects of Buying Purpose, Task Risk and Product Type", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 323-323.
Li-Shia Huang, Fu Jen Catholic University
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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