Brand Communication on Social Media: Effects of Non-Persuasive Self-Disclosure on Consumer Perceptions
We investigate a non-persuasive brand’s self-disclosure tactic on social media. Across one field experiment and two lab studies in three countries, we show that depending on brand anthropomorphism (realized by individual trait, brand characteristic and thinking style), this tactic can cause the priming and reverse priming effects on consumer perceptions.
Li Huang and Wenyu Dou (2016) ,"Brand Communication on Social Media: Effects of Non-Persuasive Self-Disclosure on Consumer Perceptions", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 151-157.
Li Huang, University of South Carolina, USA
Wenyu Dou, City University of Hong Kong, Hong Kong
NA - Advances in Consumer Research Volume 44 | 2016
Rituals Enhance Self-Brand Connection: The Role of Time Perception
Maggie Wenjing Liu, Tsinghua University
Xian Wang, Tsinghua University
Qichao Zhu, Tsinghua University
A Journey with no Return into the Animal Kingdom: The Role of Tattooing in the Construction of the Collective Identity of the Vegan and Vegetarian Movement
Renata Andreoni Barboza, IBMEC-Instituto Brasileiro de Mercado de Capitais
Tania Modesto Veludo-de-Oliveira, Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV EAESP)
Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions
Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis