Technology Vs. Fashion Branded Wearable Devices

As wearable devices posses both technology and fashion characteristics, an experiment was conducted to test whether the product faired better as a technology branded or fashion branded product. In addition, the effectiveness of type of advertising message (rational vs. emotional) was also tested.



Citation:

Saraphine Pang, Sukyung Kang, Kyunhoon Boo, and Sejung Marina Choi (2015) ,"Technology Vs. Fashion Branded Wearable Devices", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 329-329.

Authors

Saraphine Pang, Korea University, Korea
Sukyung Kang, Korea University, Korea
Kyunhoon Boo, Korea University, Korea
Sejung Marina Choi, Korea University, Korea



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



Share Proceeding

Featured papers

See More

Featured

Shared Values, Trust, and Consumers’ Deference to Experts

Samuel Johnson, University of Bath, UK
Max Rodrigues, DePaul University, USA
David Tuckett, University College London

Read More

Featured

Hindsight Value: Failed Transactions Inform Willingness to Pay

Masha Ksendzova, Boston University, USA
Carey K. Morewedge, Boston University, USA
Dan Ariely, Duke University, USA

Read More

Featured

M11. Motivated to Be Moral: The Effect of Nostalgia on Consumers’ Recycling Behavior

Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China

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.