the Role of Social Endorsement in a Repeated Exposure Context

We examine how social endorsement asymmetrically influence message persuasibility in a context of repeated information exposure. We show how subsequent social endorsement is more effective than initial one because message recipients inhibit pursuit of goal initially but rebound to a higher desirability level at subsequent exposure stage.


Suntong Qi and Yu-Jen Chen (2016) ," the Role of Social Endorsement in a Repeated Exposure Context", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 755-755.


Suntong Qi, Lingnan University, Hong Kong
Yu-Jen Chen, Lingnan University, Hong Kong


NA - Advances in Consumer Research Volume 44 | 2016

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