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



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