On the Compatibility of Orientation, Task and Preference:The Role of Brand Information
This research predicts and finds the compatibility of orientation (promotion versus prevention), task (choose versus give-up), and preference (hedonic versus utilitarian products). Further it shows that the compatibility occurs in conditions where brand information is not given, and disappears in conditions where brand information is given. When hedonic and utilitarian products have brand information, the effect of orientation on hedonic/utilitarian product preferences diminishes in choose task but in give-up task.
Jingjing Ma and Shi Zhang (2008) ,"On the Compatibility of Orientation, Task and Preference:The Role of Brand Information", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 895-896.
Jingjing Ma, University of California, Los Angeles
Shi Zhang, University of California, Los Angeles
NA - Advances in Consumer Research Volume 35 | 2008
R10. Emotional-Transference or Exclusivity? an Emotional Attachment Approach to Brand Extension for Cultural and Creative Products
Wu Zhiyan, Shanghai University of International Business and Economics
Luo Jifeng, Shanghai Jiao Tong University
Liu Xin, Shanghai University of International Business and Economics
Want to Stick to Your Goals? Think about “Dissimilar” Alternatives that You’ve Forgone!
Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions
Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, USA