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
Green Experiences: Using Green Products Improves the Accompanying Consumption Experience
Ali Tezer, HEC Montreal, Canada
H. Onur Bodur, Concordia University, Canada
C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?
Chen Wang, Drexel University, USA
J15. The Deliberation Effect on the Judgment and Choice of Anthropomorphized Products
Juliana M. Batista, EAESP Fundação Getúlio Vargas
Jose Mauro C. Hernandez, Centro Universitário FEI