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.
Citation:
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.
Authors
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Dan King, University of Texas Rio Grande Valley, USA
Ashesh Mukherjee, McGill University, Canada
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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