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
M9. Exploring Historical Nostalgia and its Relevance to Consumer Research
Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA
Parallel practices of visual domination and subversion
Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia
How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption
Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College