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
G10. The Effects of self-construal on evaluations of brand logo colors
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA
Q12. Exploring Effects of Perceived Authenticity Of Instagram Models on Aad and Buying Intentions
Heather Shoenberger, University of Oregon, USA
Eunjin Kim, Southern Methodist University, USA
N9. Effects of Awe on Consumers’ Preferences for Bounded Brand Logos
Fei Cao, Renmin University of China
Xia Wang, Renmin University of China