R5. Autonomy Or Enjoyment? the Contingent Nature of Brand Ritual
Brand rituals can affect consumers’ feelings and experience. Adding to this literature, the present research demonstrates the contingent nature of brand ritual by showing that brand ritualization can increase enjoyment but simultaneously decrease autonomy, both of which increase WTP. Furthermore, brand personality moderates the relative salience of the two perception-processes.
Yaxuan Ran and Echo Wen Wan (2018) ,"R5. Autonomy Or Enjoyment? the Contingent Nature of Brand Ritual", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 925-925.
Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, University of Hong Kong
NA - Advances in Consumer Research Volume 46 | 2018
F9. Protection against Deception: The Moderating Effects of Knowledge Calibration on Consumer Responses to Ambiguous Advertisement Information
Joel Alan Mohr, Queens University, Canada
Peter A. Dacin, Queens University, Canada
Trusting the data, the self and “the other” in self tracking practices
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark
In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior
Daniela Cristian, City University of London, UK
Bob Fennis, University of Groningen, The Netherlands
Luk Warlop, Norwegian School of Management, Norway