6-A: Chooser Or Suitor: the Effects of Mating Cues on Men’S Vs. Women’S Reaction to Brand Rejection

Once mating motives are activated, males will respond to rejection less negatively than they otherwise would, whereas this effect does not occur for females. Two studies examine the marketing implications of these effects.



Citation:

Rui Chen, Chun-Ming Yang, and Hao Shen (2017) ,"6-A: Chooser Or Suitor: the Effects of Mating Cues on Men’S Vs. Women’S Reaction to Brand Rejection", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1019-1019.

Authors

Rui Chen, Xiamen University, China
Chun-Ming Yang, Ming Chuan University, Taiwan
Hao Shen, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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