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

Can Making Family Salient Improve Retirement Contributions? Evidence from Field Experiments in Mexico

Avni Shah, University of Toronto, Canada
Matthew Osborne, University of Toronto, Canada
Jaclyn Lefkowitz, IDEAS42
Andrew Fertig, IDEAS42
Dilip Soman, University of Toronto, Canada
Nina Mazar, Boston University, USA

Read More

Featured

A Rational Model to Predict Consumers’ Irrational Behavior

Vahid Rahmani, Rowan University

Read More

Featured

Visualizing Price Magnitude: How Slider Scales Change Willingness-to-Pay

Manoj Thomas, Cornell University, USA
Ellie Kyung, Dartmouth College, 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.