K10. the Acronym Effect: Acronym and Buzzword Use Lowers Consumer Persuasion
Many organizations use well-known acronyms such as CSR to represent full referents such as corporate social responsibility, which itself is a shortened referent to represent performing actions that benefit the community. We show that shortening referents has the surprising consequence of lowering perceptions of genuine emotions underpinning social responsibility.
Sumitra Auschaitrakul, Dan King, and Ashesh Mukherjee (2018) ,"K10. the Acronym Effect: Acronym and Buzzword Use Lowers Consumer Persuasion", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 898-898.
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Dan King, University of Texas Rio Grande Valley, USA
Ashesh Mukherjee, McGill University, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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