5-R: the Feeling of Being Moved

We propose and demonstrate that being moved is a mixed emotion that connects with self-transcendence core value(s) of perceived personal importance. Thus, marketing communications such as advertisements that elicit the feeling of being moved increase brand affiliation by highlighting the core value that consumers share with the focal brand.


Ji (Jill) Xiong, Leonard Lee, and Yih Hwai Lee (2017) ,"5-R: the Feeling of Being Moved", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1068-1068.


Ji (Jill) Xiong, National University of Singapore, Singapore
Leonard Lee, National University of Singapore, Singapore
Yih Hwai Lee, National University of Singapore, Singapore


NA - Advances in Consumer Research Volume 45 | 2017

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