Towards a Contingency Theory of Consumers’ Engagement With Cgas

In this multi-method program of study we investigate whether and how CGA can facilitate consumer engagement. Our findings provide both support for –and challenge of—the contention that CGAs present systematic advantages. In our lab study, we were able to show that CGA can improve consumer reactions and engagement with the ad and brand. However, in a natural environment, different patterns of consumer engagement with CGAs were manifest and only under specific conditions. Together our findings provide the foundation for a contingency-based understanding of the effects of CGA.


Frédéric Brunel, Benjamin Lawrence, and Susan Fournier (2010) ,"Towards a Contingency Theory of Consumers’ Engagement With Cgas", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 284-287 .


Frédéric Brunel, Boston University, USA
Benjamin Lawrence, Boston University, USA
Susan Fournier, Boston University, USA


NA - Advances in Consumer Research Volume 37 | 2010

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