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
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