R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence
We examined the role of brand perception in consumer judgment and support following a brand transgression. Consumers blame warm brands less for the same product failure. They are also more likely to support warm brands following a moral transgression. We explain this link though the process of moral decoupling.
Summer Hyoyeon Kim, Jessica Li, Jenny Olson, and SHAILENDRA PRATAP JAIN (2018) ,"R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 913-913.
Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, USA
NA - Advances in Consumer Research Volume 46 | 2018
The Role of Expectations About Changes in Wealth in Discounting Decisions
Abigail Sussman, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
Shweta Desiraju, University of Chicago, USA
Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.
Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
H2. Influencing Consumer Response to Products with High Styling: The Role of Mindsets
Ying-Ching Lin, National Chengchi Uniersity, Taiwan
Angela Chang, Northeastern University, USA