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
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Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA
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Joshua Lewis, University of Pennsylvania, USA
Joseph P. Simmons, University of Pennsylvania, USA
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Kathleen A Keeling, University of Manchester, UK
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