10-S: the Effect of Maximizing on Consumer Response to Features and Price
This research shows that the activation of a maximizing mindset elevates consumers’ tendency to choose feature-rich products even when these features are nonessential and these products more expensive. We argue that the reason maximizers are more feature focused is because maximizing makes consumers more promotion focused and less prevention focused.
Zhenfeng Ma and Jingjing Ma (2017) ,"10-S: the Effect of Maximizing on Consumer Response to Features and Price", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1047-1047.
Zhenfeng Ma, Wilfrid Laurier University, Canada
Jingjing Ma, Peking University, China
NA - Advances in Consumer Research Volume 45 | 2017
It’s About Trust: The Diffusion of Deviant Consumer Behavior
Peter Voyer, University of Windsor
A2. A Window to the Brand's Soul: How Models' Eyes Affect Consumers' Attitudes
Maria Giulia Trupia, IESE Business School
Martina Cossu, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy
K1. The Impact of Moral Violation and Advertising Appeals on Brand Attitude
Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China
Beixi Wen, Renmin University of China