Confused, Frustrated, and Angry: Consumer Responses to Promotional Messages in Online Service Transactions
Promotional nesting in online services, such as offering music downloads when purchasing concert tickets, is increasingly commonplace. In a goal-driven service transaction, consumers cannot simply avoid unwanted promotional messages as they are unsure of the promotional content’s goal-relevance. An online study shows that nested promotions confuse and frustrate web novices, who are unsure if promotion participation is necessary to continue the central service transaction. Experts find nested promotions frustrating when they are on the same page as service content; promotions on separate (interstitial) pages elicit anger. While immediate compliance with promotions appears high, actual consumer follow-through expectations are very low.
S. Adam Brasel (2009) ,"Confused, Frustrated, and Angry: Consumer Responses to Promotional Messages in Online Service Transactions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 837-837.
S. Adam Brasel, Boston College, USA
NA - Advances in Consumer Research Volume 36 | 2009
Remind Me of What I Have: Thinking about a Favorite Possession Mitigates the Negative Impact of Inequality on Subjective Well-being
(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology
Anirban Mukhopadhyay, Hong Kong University of Science and Technology
I5. Take That Mirror Away From me! Clothing Consumption by the Elderly and the Self-identity of the Young
Daniela Ferreira, Federal University of Rio de Janeiro
Q11. The Effect of Message Ephemerality on Information Processing
Uri Barnea, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Gideon Nave, University of Pennsylvania, USA