To Have Or to Do: the Role of Implicit Theories
In three functional magnetic resonance imaging (fMRI) studies, involving 35 TV commercials and 18 movie-trailers, we uncover a robust way to extract neural information that predicts out-of-sample consumer ratings. Even when controlling for in-sample self-report ratings, neural information still explained additional variance in out-of-sample ratings across the three studies.
Shilpa Madan, Elison Ai Ching Lim, and Sharon Ng (2018) ,"To Have Or to Do: the Role of Implicit Theories", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 104-105.
Shilpa Madan, Nanyang Technological University, Singapore
Elison Ai Ching Lim, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
E - European Advances in Consumer Research Volume 11 | 2018
Format Neglect?: How Different Rank Claim Formats Influence Preference
Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University
Rajesh Bagchi, Virginia Tech, USA
K7. Responses to Online Behavioral Advertising Disclosures: Effects of Disclosure Source Trustworthiness and Message Type on Advertising Outcomes
Iris van Ooijen, University of Twente
‘But Screw the Little People, Right?’ Case of the Commercialization of Reward-Based Crowdfunding
Natalia Drozdova, Norwegian School of Economics and Business Administration, Norway