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
When do people learn more from others’ prosocial behavior? A meta-analysis of prosocial modeling effect
Haesung Annie Jung, University of Texas at Austin, USA
Eunjoo Han, Auckland University of Technology, New Zealand
Eunjin Seo, Texas State University
Marlone Henderson, University of Texas at Austin, USA
Erika Patall, University of Southern California, USA
R3. In Experiences We Trust: From Brand-centric Experiences to Experience-centric Brands
Melissa Archpru Akaka, University of Denver
Ana Babic Rosario, University of Denver
Gia Nardini, University of Denver
The Effect of Identity Conflict on Price Sensitivity
Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA