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.



Citation:

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.

Authors

Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, University of Hong Kong



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

P10. Omission Bias in the Gain vs. Loss Domain

Jen H. Park, Stanford University, USA

Read More

Featured

When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand

Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA

Read More

Featured

Out of Your League: Women’s Luxury Products as Signals to Men

Yajin Wang, University of Maryland, USA
Vladas Griskevicius, University of Minnesota, USA
Qihui Chen, Peking University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.