Cozying Up to the Kardashians: a Theory For Consumers’ Affinity Towards Celebrity Gossip
Consumers facing a social exclusion threat exhibit an increased propensity to consume celebrity gossip. This effect is mediated by a desire to affiliate with close others triggered by the exclusion threat. Celebrity gossip provides a means of affiliating with celebrities, who are often perceived as “friends.”
Citation:
Jayant Nasa, Tanuka Ghoshal, and Raj Raghunathan (2018) ,"Cozying Up to the Kardashians: a Theory For Consumers’ Affinity Towards Celebrity Gossip", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 79-79.
Authors
Jayant Nasa, Indian School of Business Hyderabad, India
Tanuka Ghoshal, Baruch College, USA
Raj Raghunathan, University of Texas at Austin, USA
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
Share Proceeding
Featured papers
See MoreFeatured
The Upside of Incompetence: How Discounting Luxury Affects Retailer Price Image
Karen Wallach, Emory University, USA
Ryan Hamilton, Emory University, USA
morgan k ward, Emory University, USA
Featured
Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels
Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada
Featured
P10. Omission Bias in the Gain vs. Loss Domain
Jen H. Park, Stanford University, USA