How Consumers React to Tattooed Brand Displays: an Optimal Assimilation/Distinctiveness Perspective

While consumers often display tattooed brand elements on their bodies, little is known about how others react to such displays. We propose a conceptual model based on optimal distinctiveness theory that explains consumer reactions to such brand displays in terms of perceptions of the other person and the focal brand.



Citation:

Sandor Czellar, David E. Sprott, Bill Ding, and Eric R. Spangenberg (2018) ,"How Consumers React to Tattooed Brand Displays: an Optimal Assimilation/Distinctiveness Perspective ", 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: 282-282.

Authors

Sandor Czellar, University of Lausanne, Switzerland
David E. Sprott, Washington State University, USA
Bill Ding, Washington State University, USA
Eric R. Spangenberg, University of California at Irvine, USA



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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