B2. the Prevention Oriented Chameleon: Mimicry in a Prevention Orientation Leads to More Brand Trust
Will customers trust a brand and its products more when their trust and security needs are fulfilled? This study shows that customers trust a brand and its products more when their trust need is fulfilled by being mimicked and their security need by being aware of the brand’s prevention orientation.
Judith Willberger and Gavan Fitzsimons (2018) ,"B2. the Prevention Oriented Chameleon: Mimicry in a Prevention Orientation Leads to More Brand Trust", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 934-934.
Judith Willberger, Technical University of Munich
Gavan Fitzsimons, Duke University, USA
NA - Advances in Consumer Research Volume 46 | 2018
O8. Valuation and Allocation of Bought Time
Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway
Thou Shalt Not Look! When Processing the Odds Visually Biases Gambling Behavior
Rod Duclos, Western University, Canada
Mansur Khamitov, Nanyang Technological University, Singapore
N13. Smaller Self but Larger Tips? The Effect of Awe on Consumers’ Tipping Intention
Ran Li, Chinese University of Hong Kong, China