K4. Movie Reviews and Their Sentiments: Evidence of a Bandwagon Effect in Individualistic Cultures
We analyze how the Chinese and American audience rate a common set of 173 movies released in both countries and find a bandwagon effect in the American audience in that their ratings mimic the positive sentiments of the review they read last before posting their own.
Subimal Chatterjee, Ning Fu, and Qi Wang (2018) ,"K4. Movie Reviews and Their Sentiments: Evidence of a Bandwagon Effect in Individualistic Cultures", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 901-901.
Subimal Chatterjee, SUNY Binghamton, USA
Ning Fu, SUNY Binghamton, USA
Qi Wang, SUNY Binghamton, USA
NA - Advances in Consumer Research Volume 46 | 2018
G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University
Small but Sincere: The Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns
Eline L.E. De Vries, University Carlos III Madrid
Lola C. Duque, University Carlos III Madrid
Cheating Your Self: Diagnostic Self-Deceptive Cheating for Intrinsic Rewards
Sara Loughran Dommer, Georgia Tech, USA
Nicole Marie Coleman, University of Pittsburgh, USA