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.
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.
Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA
NA - Advances in Consumer Research Volume 46 | 2018
Increasing Consumption of Larger Product Sizes through Symbolic Congruity: Size Label Color and Product Temperature
Seth Ketron, East Carolina University
Nancy Spears, University of North Texas
When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product
Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA
P4. Consistent Price Endings Increase Consumers Perceptions of Cheapness
Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education