Why Do People Who Have More Enjoy Horror More?
Do people who have more enjoy horror more? When are people more likely to consume horror? Four studies involving different horror consumption contexts show that resource availability mindset impacts consumers’ preference for horror consumption and that increased (decreased) sense of control induced by perceived resource abundance (scarcity) underlies this effect.
Haiyang Yang and Kuangjie Zhang (2018) ,"Why Do People Who Have More Enjoy Horror More?", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 865-866.
Haiyang Yang, Johns Hopkins University
Kuangjie Zhang, Nanyang Technological University, Singapore
NA - Advances in Consumer Research Volume 46 | 2018
Decreasing Impatience with Bundled Donations
Sachin Banker, University of Utah, USA
Consumer Attachment Styles and Preference for Sharing Products
Kivilcim Dogerlioglu Demir, Sabanci University
Ezgi Akpinar, Koc University, Turkey
mehmet okan, ITU
Faster than Fact: Consuming in Post-Truth Society
Robert Kozinets, University of Southern California, USA
Rossella Gambetti, Catholic University of the Sacred Heart
Silvia Biraghi, Catholic University of the Sacred Heart