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
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