I7. Male Spokespeople: Antecedents and Consequences of Social Comparison
This study demonstrated that highly attractive male spokespeople revealing muscles or gazing directly at viewers evoked upward comparisons and stronger envy emotions from male consumers. Stronger relative benign envy facilitates advertising effects. Female image and beauty type moderate the formation of envy. Results contribute to social comparison and envy theories.
Hsuan-Yi Chou, Xing-Yu (Marcos) Chu, and Chieh-Wen Cheng (2018) ,"I7. Male Spokespeople: Antecedents and Consequences of Social Comparison", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 902-902.
Hsuan-Yi Chou, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chieh-Wen Cheng, National Sun Yat-sen University
NA - Advances in Consumer Research Volume 46 | 2018
The Upside of Incompetence: How Discounting Luxury Affects Retailer Price Image
Karen Wallach, Emory University, USA
Ryan Hamilton, Emory University, USA
morgan k ward, Emory University, USA
D12. Future Decisions and Temporal Contiguity Cues: When Absence of Temporal Contiguity Cues Increases Online Reviews’ Persuasiveness.
Francesco Zanibellato, Ca' Foscari University, Venice, Italy
G8. How Does Pronunciation Difficulty of Brand Names Influence Consumer Responses? The Role of Self-Construal
Gunben Ceren Aksu, Rutgers University, USA
Yeni Zhou, Rutgers University, USA
Alokparna (Sonia) Monga, Rutgers University, USA