Both Good From Afar…And Far From Good? Mental Representation Changes Consumer Preference For Products From a Brand With a Reputation For Innovativeness

Consumers’ preference for products offered from brands with a reputation for innovativeness (vs. other reputations) varies as a function of the consumer’s mental representation. Four experiments show that when the behavioral context favors more concrete (vs. abstract) representations, consumers respond less (vs. more) positively to products offered by innovative brands.



Citation:

Jeff Larson, Kelly Goldsmith, and BJ Allen (2018) ,"Both Good From Afar…And Far From Good? Mental Representation Changes Consumer Preference For Products From a Brand With a Reputation For Innovativeness", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 671-671.

Authors

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption

Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College

Read More

Featured

Proximity Bias: Interactive Effects of Event Valence and Event Nearness on Probability Estimates

Jennifer Seok Hwa Hong, New York University, USA
Chiara Longoni, Boston University, USA
Vicki G. Morwitz, New York University, USA

Read More

Featured

Testing Theories of Goal Progress within Online Learning

Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.