Two Roads to Affect Effects
This research sheds light on the debate of whether creating a strong positive affective reaction in a marketing environment should always lead to more favorable consumer reactions. When should managers try to influence consumers’ affective reactions to a product and when these efforts might backfire?
Nancy Puccinelli, Dhruv Grewal, Scott Motyka, Susan Andrzejewski, Tamar Avnet, and Michael Pham (2016) ,"Two Roads to Affect Effects", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 219-224.
Nancy Puccinelli, Oxford University, UK
Dhruv Grewal, Babson College, USA
Scott Motyka, Keck Graduate Institute, Claremont Colleges
Susan Andrzejewski, California State University, Channel Islands
Tamar Avnet, Yeshiva University, USA
Michael Pham, Columbia University, USA
NA - Advances in Consumer Research Volume 44 | 2016
D12. Future Decisions and Temporal Contiguity Cues: When Absence of Temporal Contiguity Cues Increases Online Reviews’ Persuasiveness.
Francesco Zanibellato, Ca' Foscari University, Venice, Italy
Consumers’ Implicit Mindsets and Responses to Cause-related Marketing Campaigns
Meng-Hua Hsieh, Kent State University, USA
Ozge Yucel-Aybat, Pennsylvania State University Harrisburg
Growing Up Rich and Insecure Makes Objects Seem Human: Childhood Material and Social Environments Predict Anthropomorphism
Jodie Whelan, York University, Canada
Sean T. Hingston, York University, Canada
Matthew Thomson, Western University, Canada
Allison R. Johnson, Western University, Canada