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.



Citation:

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.

Authors

Judith Willberger, Technical University of Munich
Gavan Fitzsimons, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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