Extensions, Intensities and the Convergent Advertisement
Convergence media disrupts how advertising is constructed, disseminated and used by consumers. Thus, this paper asks whether assemblage thinking can be mobilized to apprehend this new advertising/consumer landscape. If viewed as complex assemblages, rather than as texts or persuasive devices, a more reflexive theoretical frame for convergent advertising may evolve.
Hélène de Burgh-Woodman (2017) ,"Extensions, Intensities and the Convergent Advertisement", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 401-405.
Hélène de Burgh-Woodman, University of Notre Dame, Australia
NA - Advances in Consumer Research Volume 45 | 2017
J6. Cozying up to the Kardashians: A Theory for Consumers' Affinity towards Celebrity Gossip
Jayant Nasa, Indian School of Business
Tanuka Ghoshal, Baruch College, USA
Raj Raghunathan, University of Texas at Austin, USA
Anticipated Interpersonal Feedback Reshapes Other-oriented Intertemporal Choices
Adelle Xue Yang, National University of Singapore, Singapore
Oleg Urminsky, University of Chicago, USA
I10. Can Body Size Influence the Judgments of Warmth and Competence?
Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, University of Manitoba, Canada