Q13. Liquid Consumption From Another Perspective: the Case of “Investomers”

To extend recent theorizing on liquid consumption and to add a new perspective to this field, we investigate the case of investors turning into consumers or reverse (“investomer”). We assume commitment and trust as “coupling” factors between these two categories and find support for this assumption.



Citation:

Carina Hoffmann, Lasse Meißner, and Peter Kenning (2018) ,"Q13. Liquid Consumption From Another Perspective: the Case of “Investomers”", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 909-909.

Authors

Carina Hoffmann, Heinrich-Heine-University
Lasse Meißner, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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