L11. Consumer Search Mode Produces Unintended Marketing Consequences
Recently, marketers have migrated consumers from written to voice search, assuming that this produces positive outcomes. We show that this elicits unintended negative outcomes, such as delays in willingness to purchase products, and lowered spending. We show that differences in mindsets when people use their voice account for this effect.
Dan King and Sumitra Auschaitrakul (2018) ,"L11. Consumer Search Mode Produces Unintended Marketing Consequences", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 914-914.
Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
NA - Advances in Consumer Research Volume 46 | 2018
Flavor Fatigue: How Cognitive Depletion Reduces Enjoyment of Complex Flavors
Rhonda Hadi, Oxford University, UK
Dan Rubin, St. John’s University
Diogo Hildebrand, Baruch College, USA
Thomas Kramer, University of California Riverside, USA
R5. Autonomy or Enjoyment? The Contingent Nature of Brand Ritual
Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, University of Hong Kong
K7. Responses to Online Behavioral Advertising Disclosures: Effects of Disclosure Source Trustworthiness and Message Type on Advertising Outcomes
Iris van Ooijen, University of Twente