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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

Analyzing the Perception of experiential luxury consumption of millennials on instagram: A new methodological approach

Marina Leban, ESCP Europe, France
Matthias Plennert, Friedrich-Alexander Universität Erlangen-Nürnberg

Read More

Featured

Faster than Fact: Consuming in Post-Truth Society

Robert Kozinets, University of Southern California, USA
Rossella Gambetti, Catholic University of the Sacred Heart
Silvia Biraghi, Catholic University of the Sacred Heart

Read More

Featured

Green Experiences: Using Green Products Improves the Accompanying Consumption Experience

Ali Tezer, HEC Montreal, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.