K8. Framing Matters. How Comparisons to Ideal and Anti-Ideal Reference Points Affect Brand Evaluations.
We test how comparisons to ideal and anti-ideal reference points affect brand evaluations in political and consumer context. The results support the negativity effect, showing that negative comparisons have a stronger effect than their positive counterparts.
Magdalena Zyta Jablonska and Andrzej Falkowski (2018) ,"K8. Framing Matters. How Comparisons to Ideal and Anti-Ideal Reference Points Affect Brand Evaluations.", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 911-911.
Magdalena Zyta Jablonska, SWPS University of Social Sciences and Humanities
Andrzej Falkowski, SWPS University of Social Sciences and Humanities
NA - Advances in Consumer Research Volume 46 | 2018
Donate Today or Give Tomorrow? Adding a Time Delay Increases Donation Amount but not Willingness to Donate
Emily Powell, New York University, USA
Minah Jung, New York University, USA
Joachim Vosgerau, Bocconi University, Italy
Eyal Pe'er, Bar-Ilan University
Human or Robot? The Uncanny Valley in Consumer Robots
Noah Castelo, Columbia University, USA
Bernd Schmitt, Columbia University, USA
Miklos Sarvary, Columbia University, USA
B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust
Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA