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 More

Featured

Changes in Social Values in the United States – 1976-2017: Is a New Age of Tribalism Emerging?

Eda Gurel-Atay, Independent Researcher
Johnny Chen, University of Oregon, USA
Wang Suk Suh, University of Oregon, USA
Lynn R. Kahle, University of Oregon, USA

Read More

Featured

The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences

Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA

Read More

Featured

M10. I Need a Hero: How Loneliness Interacts with the Symbolic Meaning of Products to Affect Consumer Attitude

Sirajul Arefin Shibly, SUNY Binghamton, USA
Jinfeng Jiao, SUNY Binghamton, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.