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
Share Proceeding
Featured papers
See MoreFeatured
J1. The Effect of Identity Abstractness on Information Processing Styles
Woojin Choi, University of Seoul
Min Jung Kim, Manhattan College
HyukJin Kwon, University of Seoul
Jiyun Kang, Texas State University
Featured
Using multi-methods in behavioral pricing research
Haipeng Chen, University of Kentucky, USA
David Hardesty, University of Kentucky, USA
Akshay Rao, University of Minnesota, USA
Lisa Bolton, Pennsylvania State University, USA
Featured
“Million Dollar Smile?” How Smile Intensity, Relationship Norm and Consumer Self-Construal Influence Ad Effectiveness
Hsiao-Ching Lee, National Kaohsiung University of Science and Technology
Chun-Tuan Chang, National Sun Yat-sen University
Yu-kang Lee, National Sun Yat-sen University
Hui-Wen Chang, National Sun Yat-sen University
Guei-hua Flora Huang, National Sun Yat-sen University