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
D3. Social Exclusion and WOM about Past versus Future Experiences
Melis Ceylan, Koc University, Turkey
Ezgi Akpinar, Koc University, Turkey
Selin Atalay, Frankfurt School of Finance and Management, Germany
M11. Motivated to Be Moral: The Effect of Nostalgia on Consumers’ Recycling Behavior
Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China
A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data
Iris van Ooijen, University of Twente