Moving Forward, Falling Back: How Perceptions of Motion Mask the Dangers of Unhealthy Consumption

We demonstrate that dynamic logos increase the consumption of vices. This effect is mediated by perceptions of consumption justifiability and moderated by directionality, consumers’ time-orientation, and their concern with future consequences. Results suggest that dynamic logos license consumers to indulge in the present by triggering an expected increase in well-begin.


Tatiana Fajardo, Jiao Zhang, and Michael Tsiros (2016) ,"Moving Forward, Falling Back: How Perceptions of Motion Mask the Dangers of Unhealthy Consumption", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 437-438.


Tatiana Fajardo, Florida State University, USA
Jiao Zhang, University of Oregon, USA
Michael Tsiros, University of Miami, USA


NA - Advances in Consumer Research Volume 44 | 2016

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