K1. the Impact of Moral Violation and Advertising Appeals on Brand Attitude
This study found that moral violators possess a more positive attitude towards brand advertised in two-sided (versus one-sided) message appeals, while moral violation witness possess a more positive attitude towards brand advertised in one-sided (versus two-sided) appeals.
Chunya Xie, En-Chung Chang, and Beixi Wen (2018) ,"K1. the Impact of Moral Violation and Advertising Appeals on Brand Attitude", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 935-935.
Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China
Beixi Wen, Renmin University of China
NA - Advances in Consumer Research Volume 46 | 2018
Why Do People Who Have More Enjoy Horror More?
Haiyang Yang, Johns Hopkins University
Kuangjie Zhang, Nanyang Technological University, Singapore
N12. Untangling Different Envy Episodes and their Effects on Brand Attitude
Kirla C Ferreira, EAESP-FGV, Brazil & City University of London, UK
Delane Botelho, EAESP-FGV
Suzana Valente Battistella-Lima, EAESP-FGV
Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption
Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA