5-G: How Notifications of Product Changes Influence Consumer Ambivalence

Notifications of product changes could increase consumer ambivalence towards the product. We find that this will be mitigated when the notification is framed to be consistent with the timing of the notification. Specifically, when the change is in the distal (proximal) future, the notification should be framed abstractly (concretely).


Yiru Wang, Jennifer Wiggins, and César Zamudio (2017) ,"5-G: How Notifications of Product Changes Influence Consumer Ambivalence", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1065-1065.


Yiru Wang, Kent State University, USA
Jennifer Wiggins, Kent State University, USA
César Zamudio, Kent State University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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