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
N1. The Experiential Advantage in Eudaimonic Well-being – An Experimental Assessment
Aditya Gupta, University of Nebraska-Lincoln
James Gentry, University of Nebraska-Lincoln
Featured
J9. The Beautified Me is Me: How Interdependence Increase Usage of Beauty App
Qin Wang, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Featured
N2. The Devil Wears FAKE Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits
Tanvi Gupta, Indian Institute of Management Bangalore
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore