14-D: Consumer Reactance to Persuasive Messages: How Personal Preferences Influence Attitude and Attitude Change
Consumer preferences, that is, in our study, consumers’ affiliation with the sender of a message, drive not only immediate reactance to persuasion when there is a mismatch between the sender and own preferences, but also a delayed increase in attitude. Negative (partly positive) emotions mediate the process.
Sabrina Lucke, Joerg Koenigstorfer, and Angela Y. Lee (2017) ,"14-D: Consumer Reactance to Persuasive Messages: How Personal Preferences Influence Attitude and Attitude Change", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1047-1047.
Sabrina Lucke, Technical University of Munich, Germany
Joerg Koenigstorfer, Technical University of Munich, Germany
Angela Y. Lee, Northwestern University, USA
NA - Advances in Consumer Research Volume 45 | 2017
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