13-K: the Fit Between Depth of Self-Disclosure and Self-Construal on Consumer Evaluations in Peer-To-Peer Markets

Peer-to-Peer markets (P-to-P) are platforms where individual sellers exchange products with individual buyers. Based on a fit-fluency framework, the present research shows that depth of disclosure in peer-to-peer markets has a positive effect on product evaluation when self-construal is interdependent, but this positive effect is eliminated when self-construal is independent.



Citation:

Sumitra Auschaitrakul, Ashesh Mukherjee, and Dan King (2017) ,"13-K: the Fit Between Depth of Self-Disclosure and Self-Construal on Consumer Evaluations in Peer-To-Peer Markets", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1031-1031.

Authors

Sumitra Auschaitrakul, University of the Thai Chamber of Commerce, Thailand
Ashesh Mukherjee, McGill University, Canada
Dan King, University of Texas Rio Grande Valley, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

K5. Advertising Organizational Culture as a Selling Tactic for For-Profit Organizations

Dejun Tony Kong, University of Houston, USA
Maria Ng, University of Houston, USA

Read More

Featured

G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University

Read More

Featured

Communicate Healthiness Through Indirect Measures: The Effect of Food in Motion Figure on the Perceived Healthiness of Food

Moty Amar, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Aner Tal, Ono Academic College (OAC)

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.