N4. Induction of Construal-Level Mindset Via Surprise and the Follow-Up Effect on Consumer Evaluations and Judgments
We find that an experience of surprise may influence response to subsequently presented stimuli in the same fashion as abstract/concrete processing would do. Three studies show that when primed with positive (negative) surprise, participants evaluated promotionally (preventionally) framed ad messages more favorably and leaned toward desirability (feasibility) laden shopping options.
Citation:
Atul A Kulkarni and Joëlle Vanhamme (2018) ,"N4. Induction of Construal-Level Mindset Via Surprise and the Follow-Up Effect on Consumer Evaluations and Judgments", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 916-916.
Authors
Atul A Kulkarni, University of Missouri, USA
Joëlle Vanhamme, EDHEC Business School, France
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Q13. Liquid Consumption From Another Perspective: The Case of “Investomers”
Carina Hoffmann, Heinrich-Heine-University
Lasse Meißner, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University
Featured
When the Ends Do Not Justify Paying for the Means: Consumers Prefer Shifting Costs from Means to Goals
Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
Featured
Only "$20 More": Additional Price Framing Increases the Choice of Upgraded Products and Services
Thomas Allard, Nanyang Technological University, Singapore
David Hardisty, University of British Columbia, Canada
Dale Griffin, University of British Columbia, Canada