Consumers’ Dissociation Responses to Incidental Similarity of Products in Different Product Domains

The current research examines the effect of incidental similarity of products on consumers' dissociation responses in different product domains. Across three experiments, we find that consumers' dissociation responses are higher for the incidental similarity of high symbolic products. This effect is mediated by embarrassment and moderated by group belongingness.



Citation:

Xiushuang Gong, Jing Jiang, Lin Jiang, and Yan Wang (2016) ,"Consumers’ Dissociation Responses to Incidental Similarity of Products in Different Product Domains", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 733-733.

Authors

Xiushuang Gong, School of Business, Renmin University of China, China
Jing Jiang, School of Business , Renmin University of China, China
Lin Jiang, School of Business, Renmin University of China, China
Yan Wang, China Unicom Research Institute, China



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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